Luminous Diamonds
Brand guidelines, a website and an influencer kit for Luminous Diamonds, a brand of natural fluorescent diamonds.
With Laundry Service, I worked on Luminous Diamonds, a brand of natural fluorescent diamonds, in the summer of 2021: the brand guidelines, the second phase of the website and a kit of influencer cards. Hard black and white light, one electric blue and contact sheets marked up in blue carry the brand line, follow your inner light.
Brand guidelines
In which the system gets written down.
A 70 page guidelines deck for summer 2021, from tone of voice, color and type to cropping the photography, collage and contact sheets.
Frame by frame
In which a photographer's proof becomes a design device.
Unedited frames, borrowed from the way fashion photographers edit, marked up in blue and used across the feed, decks and print. The same device frames the presentation template.
Phase 2
In which the homepage learns to glow.
Designs for the second phase of the site, August 2021: one powerful image as the hero, rectangular buttons with a bold blue hover state, and the collections, the brand story and the Glow Report in black, white and blue.
Cards and a box
In which every card carries a little light.
Four by eight inch cards and a box sleeve for influencer send-outs, pairing campaign portraits with short lines like Glow from within and Daring and distinct.
Concept
The same system imagined in the street, in print and in store, made with AI image tools.
