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Associate Creative Director / Sr. UX Designer

2010 – 2011

In Brief

Scott Kay is a designer, American-crafted bridal & fashion jewelry brand for men and women. Scott Kay cemented himself as one of the most celebrated bridal jewelry designers in the industry, But the company wanted to expand its line beyond bridal jewelry to fashion jewelry, effectively broadening its customer base to include all fine jewelry consumers. I played a lead role in a complete brand refresh, ad campaigns & digital transformation to make this vision a reality.

WHAT MY TEAM ACCOMPLISHED

Reimagining the Visual Brand Identity

Through market research, we determined that reshaping the brand’s narrative to focus on its American craftsmanship was key to heightening Scott Kay’s appeal to high-end fashion jewelry consumers while preserving the company’s reputation as a go-to luxury brand for celebrating life’s biggest milestones. To match this new positioning we sought to establish a more contemporary visual identity.

Following competitor analysis, color psychology analysis, and font exploration, we refined the hallmark logo and color palette that provides consumers a clear sense of the elegance and luxury inherent to Scott Kay’s collection as well as the company’s elite status in the jewelry industry.

Launching Multimedia Campaigns

We determined that Scott Kay’s high-quality collections were accessible not only to celebrities and wealthy jet-setters, but also middle class and upper-middle class consumers with enough discretionary income for the occasional jewelry splurge. We wanted to emphasize to these potential customers that when they purchased a Scott Kay piece, they were investing in high-quality, American-made jewelry that would stand the test of time. We delivered on these themes in a video, print and online campaign known as the American Craftsmanship Campaign.

Launching Multimedia Campaigns

We also wanted potential consumers to see themselves reflected in our brand campaigns. That’s why, in Scott Kay’s Emotions Campaign, we made a point of scouting and hiring relatable-looking people to model Scott Kay’s jewelry. In video, print and online campaigns, we had these models portray one of life’s most intimate yet relatable milestones: the marriage proposal. We told the stories of everyday people, in love and excited to spend a lifetime together, with Scott Kay jewelry adding just the right sparkle to a moment that will live in their memories forever.

WHAT MY TEAM ACCOMPLISHED

Digital Transformation

 

Initially, Scott Kay’s digital reach and exposure was limited to what its company’s retailer partnerships provided. We decided it was time for the company to take the reigns over its digital presence.

We performed a competitor analysis of web and digital offerings as well as customer surveys and focus groups. Based on our findings, we determined that the optimal digital experience for Scott Kay customers would include the ability to receive product updates through email, locate retailers, and order directly through the company’s customer service center. These changes were successfully implemented over an ambitious four-month timeline.

The Results

 

The new visual identity, two successful campaigns and digital presence transformation led to a precipitous increase in Scott Kay’s brand recognition and a vastly improved user and customer experience. This ultimately boosted sales of both bridal and fashion jewelry, taking Scott Kay to a new level of acclaim finally befitting the luxurious brand.