Reinventing a Legacy Diamond Jeweller
Fifth Avenue, a family-owned diamond jeweller, needed a brand refresh to attract a broader audience while maintaining the charm of its heritage. The challenge was to modernise their image without alienating clients with modest budgets or losing the timeless elegance that defined their business.
Through extensive competitor research and trend analysis, we developed a brand strategy that positioned Fifth Avenue as "a subtle steampunk collision of contemporary and 1950s yesteryear." This fusion of vintage and modern design became the foundation of the brand’s new identity.
I crafted a gothic-inspired logo featuring a Roman numeral ‘V’ for Fifth, combined with an extruding tail that formed an ‘A’ for Avenue. This symbol became a versatile brand mark, applied across all identity and packaging materials. The brand transformation extended to their physical space, where we collaborated with architects to refurbish their historic building, emphasising exposed brick and timber elements that enhanced the retro-modern vibe.
I created detailed mood boards, concept sketches, and 3D renders to guide the interior fit-out, working closely with project managers to ensure everything aligned with the new brand direction. This project, a first for Brandpartners, successfully showcased their ability to deliver a seamless brand and fit-out experience, and I’m proud to have contributed to its success.
