Smycka: A Fictional Brief
Admission assignment for Berghs School of Communication, Spring 2023
In this fictional brief, I was tasked with choosing a brand and proposing a revamp of its communication strategy to tackle the challenges and opportunities presented by market modernization and changes.
My choice was Smycka, a well-established brand in the jewelry industry whose current communication falls short of standing out in a highly competitive market.
Smycka, a Swedish brand offering exclusive and sustainable jewelry and watches, aims to provide the most sustainable and captivating lifestyle concept by helping customers find personalized pieces for every occasion. However, its advertising, design, and website lack the necessary sense of exclusivity and luxury to justify significant investments in sustainable products.
Smycka needs to make a bigger mark in the market, a goal achievable through expanding its target audience and reshaping its identity. Considering market trends, customer preferences, and brand identity, I've crafted a new corporate identity tailored to keep Smycka relevant and successful in an ever-changing world.
As sustainability is a significant aspect of the company, I want to highlight it in the design. Therefore, I've chosen to emphasize the brand's sustainability approach in the secondary S-logo, represented by an infinity symbol.
I've expanded Smycka's appeal to a wider audience, specifically targeting the younger generation, while making it crystal clear that Smycka is a brand for everyone. Through captivating lifestyle imagery, where the accessory takes center stage, and a meticulously crafted color palette highlighted by the striking "royal blue" accent, Smycka's visual impact will be visually uplifted.
