Brand Systems — Independent Jewellery
Quiet luxury for an independent jewellery house
Austen & Blake
Identity restraint, web presence and animated email for a jewellery brand.
Austen & Blake / 03
Scope
- Identity refresh
- Wordmark refinement
- Layout grid
- Responsive web design & build
- Animated email assets
- Campaign loops
- Brand label & stationery
Austen & Blake needed to look — and read — like a quiet luxury jewellery house instead of a startup. I focused on identity restraint, a considered web presence, a library of animated email assets and supporting product imagery.
Austen & Blake — Brand Systems
01
Context
Austen & Blake, a premium jewellery brand specialising in wedding and fine jewellery, needed cohesive digital marketing assets to promote collections and special events. The brand required emails, banners and promotional materials that captured its elegant aesthetic while clearly communicating its offers to a discerning customer base.
Context — Austen & Blake
02
The approach
Working to Austen & Blake's guidelines, I created digital marketing assets that showed the jewellery in a sophisticated, considered way. The focus was maintaining brand consistency while producing promotional material that would drive engagement and conversion — restraint used as positioning rather than decoration.
The assets centred on a warm, neutral palette that complemented the pieces rather than competing with them.
Key deliverables
- Email templates promoting events such as "The 50% Event"
- Notification emails for new store openings and exclusive collection launches
- Animated GIFs highlighting key pieces with subtle movement
- Digital banners for website and advertising placements
- Educational email content including "Wedding Jewellery 101" guides
- Promotional posters for digital and physical display
- Mobile-optimised notifications with clear calls to action
- Seasonal campaign materials with cohesive visual elements
The approach — Austen & Blake
03
Impact
The email campaigns and promotional materials increased customer engagement and drove traffic to both the website and physical stores. The cohesive visual approach strengthened brand recognition, and targeted messaging around events and new collections produced measurable increases in sales conversion during promotional periods.
Impact — Austen & Blake
Further work — Austen & Blake
The outcome
- 01A brand that finally reads at the price point it sells at.
- 02A library of web, email and animation assets re-used across web, email and paid.
Next project
Ted Baker
A multi-year lifecycle and campaign programme for a heritage British fashion house.
