A multifaceted partner brand and a new era of growth
Launched in 2021, Skydiamond is one of most innovative luxury brands on the planet. With its unique story, it was also one of the most difficult brands to develop, but at Green Knight Studios we loved the brand’s mission and couldn’t resist the challenge.
Like its name suggests, Skydiamond makes diamonds out of the sky. Or, more accurately, it takes carbon from the atmosphere and uses energy from the wind and sun – plus a little rainwater – to make beautiful diamonds that are physically and chemically identical to those mined from the earth.
However, while mined diamonds have a huge impact on the environment and can be unethical in all sorts of ways, Skydiamonds offer all the bling with none of the ethical sting.
The project began with the development of Skydiamond’s visual identity. Clean, clear and sophisticated, the logotype needed to communicate both the brand’s innovative qualities and its luxury appeal. Elegant typography is disrupted ever so slightly by little facets cut into the characters, like sparkling highlights that subtly hint at the idea of a shaped gem.
While developing the brand, Green Knight established an excellent relationship with the team at Skydiamond to hone the look and feel, tone of voice and campaign messaging the brand would deploy. Our journey continued with the development of the Skydiamond website, which has evolved through three phases.
Firstly, prior to the diamonds being released, the site had to communicate the brand’s mission, the product concept and its benefits as a sustainable choice. A major part of the messaging concerned the science and the rationale behind Skydiamond. Equally, the emotive and luxury aspects of Skydiamonds needed to come to the fore – their beauty, their quality and what makes them so compelling as an ethical gift.
In the second phase, the diamonds were rolled out for purchase supported by a CRM campaign. The most recent phase of the website’s development has brought mounted diamond jewellery to the fore, complete with a jewellery configurator and collaborations with leading jewellery designers and luxury brands.
From initial concepts in 2020 through to the realisation of a fully-fledged ethical jewellery brand in 2023, Green Knight Studios has collaborated closely with Skydiamond to deliver a distinctive identity, collateral and creative campaigns. This has entailed print and digital design, social campaign content, infographics, animation and more.
It’s a project that has truly sparkled for us. Our creative and conceptual thinking has been pushed in the delivery of a brand that communicates cohesively and consistently to luxury consumers, to jewellery professionals and to the gemstone industry at large.
We’ve relished the opportunity to create something that really matters – a sustainable brand that fights the climate crisis and produces something beautiful and desirable, in an innovative way. What more could we want from a project?
View the website: www.skydiamond.com
Copywriting and Tone of Voice
Illustration Art Direction
Photography Art Direction
Social media graphics
Contributors & Credits
Gianluca De Girolamo
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