A large Pulse Moving Diamond banner, for in-store display use.
Pulse moving diamond challenge
Project scope + details
Project Type: In-house advertising and marketing campaign
Project Objectives: A new style of diamond setting had just arrived, and the company was looking to be one of the first to promote it. However, the challenge was to somehow communicate the setting's unique 3D quality: that whensoever the wearer moved, that the suspended diamond would literally "dance" before the wearer's eyes.
Original Pulse Moving Diamond Graphic, in which the static image showed the diamond to be still.
Project Solution: In order to capture the essence of movement, a new italicized tagline was created: the Diamond that Moves. To support the tagline, I thought it best to demonstrate the diamond's moving quality from an angle, to show its motion as it swayed from its suspended setting. The result was a diamond graphic with blurred moving lines, as though caught between
A draft of the diamond "in-motion"
Project Outcome: The graphic was then added to the end of the tagline as part of the jewelry line's overall branding. It has since then been included on all subsequent ads, banners, and catalogues for the next few years.
