Discover.

To fully embrace a digital approach to their business, Dimples required a completely revised brand identity. Our research revealed that Dimples customers valued their charms not only as keepsakes, but also never as mere jewellery.  Given this insight, we recommended an approach that would privilege the Dimples charm as a vehicle for capturing a memory.

Plan.

Keepsakes are tied closely to human emotion, and an empathetic narrative is one of the most effective ways to elicit an emotional response.  The idea of a Dimples story became a central tenet of our brand identity plan. A storybook for adults would describe the birth of a baby, his or her growth, and an eventual leaving of the nest. Dimples would be there to help parents preserve these otherwise fleeting experiences.

Execute.

To appropriately position the Dimples brand as a fashionable jewellery manufacturer created for real families, we produced a comprehensive visual identity system grounded in fun but fashionable illustration, playful type, and youthful (but never juvenile) textures. We extended the identity system across multiple media: a landing narrative site, a catalog, the Patti & Jeff blog, print collateral, motion bookends, product photography, and even product packaging visual design.

Improve.

To help build the Dimples name, we produced a blogging platform and identity system for Patti & Jeff, based loosely on the Dimples brand. Under the Patti & Jeff banner, the company founders will vlog and blog on the experiences of working as entrepreneurs with a young family.