Gem Standard — Creating unforgettable “yes”, “I do” and “I love you” moments.
Faye Waddle is a wonderfully passionate diamond grader, based in Kent, with the heart-led mission of making fine jewellery accessible to all. Her experience working in the jewellery industry highlighted that something was missing — bespoke pieces at reachable price points.
“When it comes to special pieces of jewellery, people will often spend thousands in pursuit of the right piece, and over the years I have come to notice that most people are somewhat uneducated on the process and what to expect. You really can be robbed blind if you don’t understand the rules of precious stones and metals. Gem Standard is about helping you to find the best value for money materials, taking into consideration what the receiver of the gift loves and holds dear, and incorporating them into the absolute perfect piece.”
SERVICESBrand Identity
Print Collateral
Art Direction
A big focus for us was strong typography and bold, leading colours. The typography we used throughout the logo suite offers a clean cut, no-frills branding solution; we needed the products and personalities that make up Gem Standard to take centre stage, so we opted for something clean and crisp. We knew that we needed the products to do the talking — they’re the all singing, all dancing element of this business. Because we opted for some bold, signature colours, the other elements of the brand are quite well balanced and slightly more delicate. We worked on building trust and recognition with the inclusion of a gorgeous monogram, which acts as a ‘stamp of approval’ and a brand icon. Incorporating a circle creates a feeling of welcomeness, and is a visual manifestation of the concept of turning inward and being connected; that it all begins with us.
We knew from the beginning that the brand for Gem Standard had to be rooted in a deep, unifying passion for jewellery. Faye is incredibly enthusiastic about what she does, and we really wanted to capture that and create a brand experience that made people feel excited and cared for. We covered a lot of ground throughout the strategy process, but kept coming back to the concept of a brand that feels passionate, empowering and confident. This brand is for the lovers, but also the creators, and that was something that we circled around a lot as we crafted the identity for Gem Standard.
LOVE LETTER“Amy really knows what she’s doing, and it’s very nice to be safe in the knowledge that it’ll be a result you’ll be thrilled with. I love, love, love everything about what she created for Gem Standard. ”
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