Creating a design system to celebrate over 50 years of diamond jewellery design
Operating since 1969, Heath Diamonds have been based in London’s prestigious Hatton Garden from the very beginning. Known for their specialist diamond jewellery, they produce bespoke rings, brooches and pendants for discerning individuals and private collectors, including Holywood actors and the Royal Family.
Brand Strategy, Brand Identity, Print Design, Digital Design
Luxury product, Retail
A premium identity to instil quality
We first began working with Heath Diamonds in 2018 when we were commissioned to update their existing brand identity. After several immersive brand workshops, it became clear that the new identity system needed to better reflect the service they provide to their private client base while communicating a high level of sophistication and attention to detail that was currently unavailable from most direct competitors. This approach helped us to define a clear brief with asspirational benchmarks to compare with — it also helped to set expectations and measure progress from the outset.
Designing the brand identity
Before developing the visual identity system, we undertook a number of educational workshops to learn and understand how diamonds are cut and graded. This helped us to create a visual language from the concept of ‘Hearts and Arrows’; a visual phenomenon that is visible within perfectly cut stones. When viewed under a microscope, these graphic shapes become clear and perfectly semetrical — this gave us a graphic device to play with and use as a foundation.
From here, we used the Hearts and Arrows shapes to construct an ‘H’ monogram. This symbol also takes the form of a cut diamond, using the proportions of a style of diamond that lets optimum light radiate throughout the facets. A supporting lockup was then created to sit alongside the symbol — this is styled in a simple yet elegant geometric sans and is reinforced with the ‘estd 1969’ line.
The wider visual system takes its inspiration from other premium brands, using material and layout to do the heavy lifting. The use of technical illustration is used through educational materials and is juxtaposed with expressive lifestyle photography to help connect the brand with consumers.
A new website to build the brand
Following the successful development of the new Heath Diamonds brand, we were tasked with building a new, immersive website to educate potential clients on the possibilities and showcase previous work. The site is built on a visually immersive platform that meets and exceeds the latest Google best practice guidance. Scoring highly on all metrics, the website also works well internationally, attracting clients from overseas.
Showing quality through premium print techniques
To help reinforce the focus on quality, we created a range of printed materials that use premium materials and print finishes. These include all levels of documentation and correspondence, insurance estimates and a bespoke design manual to help educate clients on the various aspects of diamond jewellery design.
'LBD Studio has been working with us to create a new brand identity and website to reflect the ethos, quality and values of our established family business. We needed to work with someone who really understood the bespoke nature of what we offer and could translate this into a meaningful customer experience — LBD Studio have excellent credentials and they take the time to listen and get things right.'
Managing Director, Heath Diamonds
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