Brand / A Link
A Link
A 120-year-old jewelry house, reintroduced to the luxury wholesale market with one brand system, and its most successful JCK show in years.
Role
Brand & Project Manager, RIISE Studio
Timeline
Dec 2022 to Jun 2023
Team
2-person brand team
Scope
Brand refresh, photography, JCK booth. View the collection ↗
01
Results
+20%
retailer leads vs. the previous show
Most successful
JCK show in years
Acclaimed
brand sentiment
Aligned a parent company, a founding family and retailers on one brand, in under six months.
02
Approach
Move a 1904 jeweler from a traditional mark and a classic NYC luxury look to a modern, glam brand ready for public view, shifting from white label to black label to lift margins.
Refresh and photographyRan the refresh, then three shoots, from casting to payments.
Shoot cityPicked LA over NYC with a cost-benefit analysis.
JCK splash pageCo-created it, won exec sign-off.
The boothRan every workstream, graphics to carpet, until doors opened.
2 peoplethe whole brand team
2 + 2 monthsbrand refresh, then photography
3 shootscampaign photography
Dec
Jan
Feb
Mar
Apr
May
Jun
Brand refreshapproved
Photography3 shoots
Deliverablessite, print, social
JCK & Luxury booth live, Jun 2023
FigmaGoogle SheetsPhotoshopLightroomClickUpInDesign
03
The work
The booth
JCK Luxury 2023, Las Vegas
Campaign photography
Production by me, creative direction with Kate Skolas. Photography: Nicholas Duers, Dave Barowsky Photography, White Pig Studio.
Brand refresh, before and after
Before · logo
After · logo
Before · traditional
After · modern
The tradeshow site
04
Process
Site build, content calendar and Instagram
The site, in five stages
01Concept
02Copy
03Design and wireframes
04Prototyping
05Development and QA
Content calendar
After JCK, a shared Google Sheet planned every Instagram post by date, format, asset and caption, keeping the new brand rolling out consistently.
