THE CHALLENGE
Diameco entered the market with a disruptive idea — a fine jewelry rental subscription model — but needed a compelling brand foundation and go-to-market strategy to stand out in a saturated luxury space. The challenge was twofold: build an identity that would resonate with modern, confident women seeking both indulgence and intention, and translate that vision into a cohesive brand ecosystem. Diameco needed everything from positioning and storytelling to packaging design and digital presence — all while emphasizing sustainability, elevating perceived value, and creating an intuitive customer experience.
CLIENT: DIAMECO FINE JEWELRY SUBSCRIPTION RENTAL MY ROLE: CREATIVE STRATEGY MANAGER
THE SOLUTION
The project began with audience discovery and brand positioning, zeroing in on a confident, modern woman who views luxury as both expressive and intentional. The brand identity was developed around this persona, blending timeless elegance with a fresh, sustainable sensibility. A full set of brand guidelines was created — including voice, tone, typography, and visual direction — to ensure consistency across all customer touchpoints.
To bring the brand to life, a clean, intuitive website was designed with a focus on user experience, highlighting both the luxury and convenience of the subscription model. Sustainable, elevated packaging concepts were also developed to reinforce the brand's premium feel and environmental values. The strategic scope extended to a comprehensive go-to-market plan, a paid advertising proposal tailored to the customer journey, and the creation of cohesive marketing materials. Together, these assets positioned Diameco as a forward-thinking, high-impact brand ready to lead in the fine jewelry rental space.
