Don Spak, a legend within the diamond & jewelry industry, needed an iconic brand to launch his new jewelry networking & sourcing venture.

After thoroughly researching competing diamond & jewelry consultation firms both nationally and internationally, I met with the client to review the intricacies of his target market. I discovered the client’s new venture is solely B2B and his primary customers are an elite group of CEO’s from international jewelry manufacturers, suppliers and retailers. Further research identified that these CEO’s are primarily men with an age range between 50 and 70 years old.

Based on this research, I concluded that the client’s new brand would resonate with it's audience more if it projected a masculine & corporate stylization. The final solution achieves these art direction goals and masterfully combines an S (a nod to the "S" in Spak) and a diamond (the most lucrative gemstone in the industry) into one iconic symbol.

Don is elated with his new identity. He has received very positive responses to his new identity and says that he, "loves the symbolism & dimensionality of his icon".

The oldest and most prestigious Montessori School in Fort Worth needed a fresh new look to separate itself from the saturated private school marketplace within the Dallas-Fort Worth metroplex.

After thoroughly researching competing schools both locally and regionally, I met with the client in hopes of identifying the essence of the Montessori teaching philosophy. I discovered, at its root, the Montessori School of Fort Worth primarily engages their students with activities that take on a haptic approach to learning. I also discovered that their lessons often take place outdoors, especially when students are learning about the natural world. Based on this research, I concluded that the new brand should consist of elements that convey haptic learning as well as nature in a sophisticated yet approachable way. The final solution achieves a fine balance between these objectives and has provided the client with a timeless brand identity that separates them from their peers.

The client absolutely loves their new look and there is evidence that the new brand is resonating locally. The client has started to grab market share from competing private schools and their student application rate has markedly increased since the launch of the brand. The owners are now considering expanding their campus to accommodate a new high school.