Project Details

  • Brand Discovery
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Corporate Logo Design
  • Domain Name Acquisition

The Challenge: To create an online mega jewelry brand that combined the resources of seven diamond dealers.

This project had some stiff competition already on the internet. The goal was to create a name that would be memorable and yet convey the size and volume of this new joint effort. Creating a completely evocative name would have meant spending more ad dollars to brand it. Creating too descriptive a name would have left it too ordinary (i.e. Diamonds Unlimited) The final result was a name that blended both the evocative feeling of endless abundance associated with the ocean; and the descriptive noun that identified the actual product (as well as one that registered better with search engines).

The tag line also played off the name by speaking to the mysterious and eternal qualities of both diamonds and the sea. "Eternal. Timeless. Forever." Sea of Diamonds is one of those rare names that intuitively explains itself and its positioning, yet with a sense of style and flare. The future ad copy and overall marketing platform is wide open to superlatives such as deep, mysterious, endless, infinite, expansive, deep blue, crystal clear, and all the other words, thoughts, ideas and emotions conjured up by the image of the sea.

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