Lifting a Jewellery Brand Towards the Affordable Luxury Market

Client: Atelier LAF  
Role: Brand Development Consultant
2019-2020

Positioning Shift

Atelier LAF is a well-established fine jewelry studio based in Montreal, founded by siblings Andrew and Laura Floyd. The brand has evolved significantly, necessitating several strategic sessions to redefine its core elements. Therefore, the vision, mission, brand personality, and values were redefined to align with the brand’s growth goals in the affordable luxury market.

A new visual identity was created, starting with the logo, which was created with a variation of the Aperçu font. The letters L, A, F are playfully composed to echo the brand’s personality and the founder’s initials:  Laura & Andrew Floyd. The ‘i’ and ‘j’ intentionally lack dots, embodying the brand’s values of minimalism and subtle defiance. “Pas Comme les Autres” (French for “Not Like the Others”) was defined as the driving tagline. A brand book was developed to present the new identity, tagline, and guidelines. An “ochre” was added to the colour palette in line with the brand’s product design direction and everyday luxury feel; the Amalfi lemon may take over someday.

Marketing Materials

A behind-the-scenes video was produced with Clark Ferguson of Family Farm Films to reinforce the brand’s personality and commitment to craftsmanship. A professional photo shoot with talented jewelry photographer Anthony McLean and model Romana Werszko and communication tools such as newsletters, a digital brochure and social media posts were pivotal in breathing life into the new narrative. 

Results

This new identity successfully positioned this small business away from the craft scene to leaders in the Canadian handcrafted & fine jewelry market. You can purchase Atelier LAF jewelry or jewellery (that’s another story in itself) on simons.ca and atelierlaf.com. This comprehensive re-branding effort showcases
Atelier LAF is committed to maintaining its unique identity while evolving to meet the demands of the contemporary fine jewelry market.