Proud to Present: an elegant and inspiring brand identity for London Jewellery School
London Jewellery School is a brand which had outgrown its existing identity in a BIG way. When the brand design last saw some love, the business was younger, newer and had a slightly different tone to it. And whilst the essence of the business hadn’t changed, founder Jessica Rose (you may remember her name from the branding we created for her other business, Jewellers Academy!) was conscious that the visual identity was at complete odds with the brilliant work they do at the School, and it was holding the business back. Time for a refresh. We were absolutely delighted to be working with Jess again; she’s a dream client and so I couldn’t wait to get stuck in!
One of the worlds’ largest jewellery training centres, London Jewellery School trains thousands of people every year from their studios in the heart of London’s jewellery quarter. They welcome jewellers of all skills and ambitions, and teach a huge variety of jewellery making techniques, from traditional silversmithing to modern styles. With over 70 courses available from those lasting just a few hours to their flagship year long diploma in jewellery, there are courses to accommodate everyone.
Whether coming to the school to pursue jewellery making as a hobby, perhaps for the experience of creating their own wedding rings, or even as the first step in making jewellery for a full time career, the schools’ tutors take great pleasure in seeing how far students progress as a result of the brilliant training they receive at the School. In fact, many students go on to set up their own business or find a career in the jewellery industry, at which point they may graduate to taking courses with their sister business, Jewellers Academy.
Classes at the London Jewellery School are incredibly accessible, and attract students from all over the world. With a mix of brilliant tutors and small class sizes, the School takes students on the journey of attaining skills that they can develop on their own – and the intensive nature of courses means that students can progress faster.
The jewellery industry has historically been quite elitist, which is where the London Jewellery School really stands out. The School has always been brilliant at community – part of the experience of coming to the School is getting to know other jewellers, all of whom are bought together by a mutual love of creating jewellery. There’s no ponce or ceremony; just an atmosphere of inclusiveness where all are welcome.
Colour psychology season personality
The two seasons which best represent the London Jewellery School are Spring and Winter. Whilst these seasons can seem opposing in some ways, together they really capture the lightness and energy of the business without losing the strength, credibility and expertise that makes the brand so popular.
Clarity is at the heart of both personalities, but Spring is where the love of communication is most alive. Spring personalities have an irrepressible energy and love to be around others – they thrive on getting people together and generating excitement. They are light, warm and outgoing people who are friendly and caring. They’ll motivate anyone with their enthusiasm and will lighten the atmosphere in any room with their infectious charisma. They’re able to think quickly and creatively, making them excellent teachers. They’re youthful, fast paced and trend aware. They’re eternally young and like to keep their finger on the pulse of all that’s new – you won’t find a Spring personality getting left behind.
Meanwhile, Winter personalities are practical, reliable and decisive. They’re ambitious, driven and successful, and never miss a single detail – they pride themselves on being thorough and its this level of discipline and attention to detail that means Winter personalities are almost always at the top of their game, leading their industry and setting a new standard for others to aspire to. Winter personalities have an air of simplicity to them – they don’t believe in over complicating anything.
Together, these seasons capture the energy of the School, whilst also underlining their talent and credibility.
The brand
The brand we’ve created is a world away from the Schools’ existing identity! Elegant, airy and inspiring, clean lines and classic shapes meet thoughtful photography for a brand which is warm, welcoming and incredibly stylish. One of my favourite elements is the delicious combination of typography. Conscious not to create a brand which felt too elegant, the incredible brush script has the effect of really warming everything up, adding a sense of personality and character that softens the whole identity, making it feel so much more approachable.
