Introduction: work for Ajediam
A Belgian diamond & jewellery boutique founded in 1987.
I was in charge of developing and implementing a refreshed visual identity. This entailed conceptualizing brand strategy, along with the necessary design artifscts needed for it's implementation across different touchpoints of the customer's experience.
Ideation and Inspiration
Symbols of flemish excellence
Ajediam's brand revitalization was driven by identifying core values—legacy, trust, and establishment—and connecting them to the city's diamond trading heritage through typography and visual cues, bringing the rebrand's spirit to life.
Color palette
A benchmark study showed that these colors would both differentiate us in the Antwerp diamond industry and reinforce the brand's established identity.
Primary colors
Secondary colors
Art direction: Photography
We established a distinct product photography and image style to be used throughout our multiple touchpoints
Typography: font pairing
Typefaces with belgian roots form a flexible design system to produce editorial quality, diamond educational material and other articles.
Typography: Wordmark
Guyot typography with a ligature to enhance rythm
and render an identifiable wordmark
and render an identifiable wordmark
Design system: UI components
These are examples of user interfaces and visual treatments, where we can visualize the visual identities' application
Design system: atomic design elements
The small pieces that conform the system used to build new pages and revamp older ones in Ajediam's refreshed website.
