Jwaher Jewels
Local and Unique Craftsmanship: Uplifting The Online Presence of a Saudi Jewelry Brand
Challenge
Jwaher Jewels is a Saudi Arabian jewelry brand that specializes in minimal, sleek and unique pieces of jewelry designed and made locally. The designers at Jwaher Jewels have created a special design that is synonymous to their brand which is the Heartleaf flower. It is actually a flower that is local to Saudi Arabia, and is the only flower that grows in the desert.
Jwaher Jewels commissioned Blue Hat to create the Digital Communication Strategy to help the business reach their goals of uplifting the online presence of the brand, reintroducing it to the market, and highlighting the different collections for the different segments of the audiences.
Intervention
With the goals set in place, we kickstarted the strategy work by initiating the discovery phase which consists of research into industry trends and waves, and some of the best practices in the region and internationally.
Afterwards our team of social media strategists moved into introspection where a digital audit was launched to be able to identify what was working for the brand and what wasn’t. Strategy work also included a competitor analysis, defining target audience and personas, communication themes, digital channels map, moderation guidelines, publishing times, and yearly calendar. For the final step of the strategy, created the graphic guidelines which included the creating a color palette, font, story highlights, grid visual, post and story templates.
Results
The art of storytelling was at the core of the design of Jwaher Jewels visual identity, particularly for the highlights that clearly convey the brand’s image, let the viewers in and allow them to connect with the story behind the brand.
We also designed fun and interactive stickers that would encourage customers to engage with the brand throughout the customer journey. The diamond shaped element as well as the triangles used for both posts and stories were inspired by the logo’s emblem. We added a subtle pink hue to the images used which allowed us to have a more feminine coherent look. Moreover we incorporated textures and shadows within our designs to show the material that was used to create the jewelry pieces and to create a specific mood for the jewelry display.
As a result, the visual identity we created for Jwaher Jewels was able to properly convey the brand’s luxurious image while utilizing the minimalism and sleekness that were core to the brand’s ethos. We were also able to engage in a two-way conversation with the audience and ultimately, contribute to an increase in online traffic.
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