Blue Nile
Style Guide Rebranding
PROJECT CHALLENGES
Between seasonal promotions, new collection drops, and exclusive deals, customers can feel like they're swimming in email marketing campaigns. Blue Nile sought to cut through the noise by reinventing their brand voice starting with their email marketing campaigns and product copy.
BUSINESS REQUIREMENTS
They wanted to capture the accessible luxury of their jewelry without downplaying its heirloom quality. It was imperative that stakeholders across teams—from merchandising to the VP of Creative—agreed on the new direction requiring thoughtful and consistent communication.
THE PROCESS
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THE RESULT
By collaborating internally across teams and with an outside agency, we were able to create a new brand style guide that highlights the voice, tonality, and rigorous visual criteria that bring what makes Blue Nile a cut above its competitors to the forefront. Using this style guide, we were able to consistently create compelling, attention-grabbing creative that required less back and forth between stakeholders.