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 for De Beers of ‘Pursuit of Excellence’ for the diamond 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 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.

Click on the images below to read more.