Gemma Gray
Gemvara, a Boston based tech-start-up, started with a simple idea: sell high-quality, custom-made jewelry for life’s most special moments, direct to the customer. In this, they succeeded. Thousands of satisfied customers purchased jewelry for engagements, anniversaries, weddings and other significant events. But these event-based purchases were limiting. Gemvara realized that a subset of its customer base was searching for affordable, high-quality, everyday jewelry that could also be customized to suit individual tastes. I helped Gemvara create a new brand to satisfy this demand. An involved endeavor, my agency (Tank Design) played a major role in every phase of brand development, from initial focus group research and brand analysis, to creative workshops, naming, messaging development, logo creation and the ultimate brand framework. I applied the brand across many channels including a responsive ecom website, banner advertisements, as well as a digital brand and messaging style guide. The illustrations shown are by the very talented Hsiao-Ron Cheng. They unfortunately were not used in final marketing materials.