BRAND IDENTITY

CREATIVE DIRECTION

WEB DESIGN

SOCIAL MEDIA

PHOTOGRAPHY

STYLING

ART DIRECTION

PRINT TOUCHPOINTS

COMMUNITY MARKETING

Diamonds Direct is a proudly Canadian brand dedicated to delivering a refreshingly transparent diamond buying experience. As the Director of Digital Media and acting additionally in a Creative Director capacity I crafted the brand essence based on the goals and ideal customers described by the co-founders. By pinpointing the brand voice and target audience, I developed a vision for the brand that positioned it as a modern, timeless, and fashionable, yet trustworthy, and approachable brand that the target customer would love.Based on this I extended my expertise to further strategize and develop the branding, visual identity,  website, packaging, launch visuals, and social guidelines that would communicate and maintain this visual voice.

 

I continued to execute the brand vision over 2 years across online and offline initiatives through ideation, art direction, styling, producing assets, and managing content creation for in-store experiences, digital experiences, product launch campaigns,  and across social media channels. This was in conjunction with overseeing content creation from creators across the country, and building systems to convey and maintain the brand voice, vision and quality used by team members, content creators, and freelance contractors I hired on to various projects. 

 

As part of directing digital content for the brand, I guided in-house team members, content creators during the content production process,  by providing guidelines and feedback based on brand and industry metrics as well as platform trends. This was in addition to establishing lasting relationships with content creators to collectively help drive the growth, credibility, and engagement of the Diamonds Direct Instagram account.