A Standout Brand Launch for a Unique Player in the Luxury Jewellery Market

Client: Atelier LAF inc. (Andrew Floyd Brand)
Role: Brand Development Consultant
2011

As a Brand Development Consultant, I worked with jewelry designers and siblings Andrew and Laura Floyd of Atelier LAF to create a stand-alone brand for Andrew’s unique pieces. The project involved comprehensive market research, strategy development, and brand creation.

Brand Development Process

The process included conducting market research and defining market opportunities. I organized “brandstorming” sessions and interviews with stakeholders. This led to the development of a detailed five-year plan that included brand positioning, pricing, distribution, and promotion strategies, followed by creating brand launch assets.

Visual Identity and Communication Tools

Laura Floyd designed the logo with a Gothic style, reflecting the brand’s edgy, timeless, and refined characteristics. We focused on highlighting craftsmanship through quality materials and traditional print techniques. Utilized street-style photography to capture Andrew’s enigmatic style. The colour palette included warm white and black as dominant colours and turquoise as an accent. “Adorn Yourself Distinctly” was the leading tagline. I developed various marketing materials, including business cards, line sheets, lookbooks, promotional items and website.

Brand Launch

The Andrew Floyd brand was launched during Montreal Fashion Week with a desert scavenger-themed fashion show. The show featured Burnt wood and large-scale desert photography, black taxidermist domes, a mix of obscure and energizing music, and black licorice for the crowd of enthusiasts.

Results

The launch successfully achieved: A celebrity sale, sales meetings with exclusive premium boutiques in NYC, product placements in leading fashion magazines and collector sites and individual customer inquiries. While the team is currently focusing on Atelier LAF, the appeal of the Andrew Floyd brand remains strong, with potential for future resurgence, possibly in a museum setting.