Project Overview

Diamond Exchange started it's life as a strictly e-commerce business, the branding was outdated and overly corporate looking, customers saw it as a practical diamond purchase rather than an emotional one. We changed this perception with a complete brand overhaul, creating not only a visually appealing brand but a physical bricks and mortar entity.

Project Commissioner

Thomas Jewellers

Project Creator

Traffic Brand Agency

Project Brief

To create a brand identity befitting the quality diamonds and workmanship associated with Diamond Exchange. Introducing a more feminine and contemporary look and feel that the target market would want to engage with.

Project Innovation/Need

The main requirement for Diamond Exchange was to have a brand identity that appealed to the 22-35 year old demographic. The previous branding was uninspiring and not perceived as aspirational, the new look and feel had to appeal to both male and female customers and compete on the same platform as designer jewellers.

Design Challenge

The new Diamond Exchange identity needed to reflect a greater sense of aspiration and exclusivity about the brand, especially important as the Showroom is located in the heart of exclusive shopping precinct Collins Street in Melbourne CBD, right next door to Tiffany & Co.

Effectiveness

The soft shades of grey and pink hues, coupled with rose gold finishes makes Diamond Exchange's rebrand aspirational and premium. The branding is now aligned with the professional service and quality diamonds customers can expect.
It reproduces across all touch points and has a great Social Media presence, the colours and textures are a great backdrop to bring out the beauty and facets of the diamonds.
Sales have increased exponentially since the official launch of the rebrand, Diamond Exchange have doubled their staff to keep up with demand.