De Beers brand repositioning

I updated the diamond giant’s unique brand proposition and tone of voice.

Interbrand's in-house strategists mooted a new positioning idea of ‘Pursuit of Excellence’
for the brand, which reinforced the extraordinary in not just the company's way of working,
but in every single employee's attitudes and actions.

I developed the positioning to convey the superhuman tasks and incredible attention to detail that each De Beers employee brings to their daily work, resulting in an engaging, human-focused narrative.

To illustrate it, I wrote brand guidelines, as well as a series of advertisements using an engaging storytelling approach, taking the reader on a journey with each diamond, from discovery through cutting, polishing and finally landing on someone’s finger – and beginning a new journey.

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