Arctic Brilliance

In 2020 I was tasked with the creation of a new logo for a line of Canadian Diamond Jewellery.

The product's claim was clean mining and ethical sourcing from Arctic glaciers to produce diamonds with unsurpassed clarity. In gemology, the facets (or cut) of a diamond contributes to the stone's overall brilliance, so the logomark incorporates a maple leaf in the negative space of a diamond, to form facets.

After the logo was in place for a while, there were very few assets in place to support the brand. Using Midjourney as a form of "Art Direction Simulator," I developed a portfolio of lifestyle and product photo swipes to propose a photoshoot that would help sell the story of Arctic Brilliance Canadian Diamonds.