Client: Selini Jewellery | Liverpool/London

Completion: 01/06/07 - present day

Disciplines: Branding, Digital, Photography, Design for Print, Online Marketing.

Project Summary

Selini is a bespoke jewellery company that creates and hand crafts exquisite fine jewellery. AB&Co has worked alongside Selini for many years guiding and nurturing their image in line with a defined brand strategy.

Together we have developed a shared vision and through clear and precise communication an excellent working relationship has developed, grown and continues to flourish.

Our work encompassed areas from strategic brand exposure campaigns, to multiple sub-brand propositions, through a variety of disciplines including, Flash and CSS web design, search engine marketing, packaging, advertising, brochure design, photography and illustration. We continue to evolve and push the brand's personality for this exciting and dynamic company.

Selini 'Exceptional Jewels' brand creation

Selini has evolved over time and hence so too has its target audience. Through extensive research we identified a clear brand expression that would appeal to both existing and new audiences. This new identity would initially work alongside the mother brand and later become synonymous with Selini's 'Exceptional Jewels' range.

England is an internationally renowned centre of excellence in jewellery design and manufacture, undeniably linked with it's heritage and royal associations. Selini's expertise in creating fine jewellery fits perfectly with this well established reputation and our aim was to exploit this.

The company's new identity was designed as a modern take on a traditional family crest, signifying classical, traditional and royal values. After studying the heraldry behind the company founder's coat of arms, we incorporated some of these elements into the design of the 'Selini Exceptional Jewels' crest. The design reflected both English heritage and classical themes that were blended with modern values through intricate and precise detailing.

From this clear brand expression AB&Co developed the 'Exceptional Edition' in hardback and a new website showcasing Selini's fine jewels and past creations, in turn elevating their brand exposure within the jewellery sector.