Spence Diamonds

Canadian Diamond Retailer Boldly Breaks into the U.S. Market

One of the most well-known diamond jewelers in Canada was ready to make its debut in the United States. But to break through the already saturated market of fine jewelry, Spence Diamonds knew it had to be bold in its positioning and attention grabbing in its approach.

We set out to create an entirely new brand positioning for Spence Diamonds that would speak directly to the U.S. market. First, we developed a strategic approach tailored to this new audience, then we delivered a fresh visual identity and creative tone.

The brand was ready to do something completely different and break the traditional codes of luxury jewelers, so we ran with it. We set out a dynamic and urban identity, not only to deliver a modern vision for the brand, but to showcase their remarkable technological innovations in an approachable way.

We had zero assets when we set out, so we created everything from scratch, holding a shoot in L.A. to capture the perfect visual identity for Spence.

The results speak for themselves as Spence boldly marches into the U.S., flaunting a new façade powered by intelligent positioning.