In 2020, leading diamond mining company, Alrosa rebranded their private jewelry brand Smolensk Diamonds as Alrosa Diamonds. The brand took a course to become modern premium brand to attract clients with its quality, classic design and surpassed diamond cutting technologies.
Our challenge was to find a new brand positioning based on the expertise, experience, and ambitious to attract more demanding and tempted customers.
In collaboration with in-house brand’s team, we conducted strategic research to define new brand direction and develop it as a valuable identity design with thoughtful brand communication.
In the core of brand strategy we put the fact that Alrosa Diamonds is almost the only company that create jewelry from scratch with its own diamond mining processes. Their expertise is tremendous in every mining, cutting and polishing stages. So we set up natural origins, naturalness and authenticity as main brand values.
Premium brand should broadcast high-quality living, be a symbol of success but keep balance in calm and discreet communication. Not showing off but self-sufficient.
Created brand identity represents all key qualities through fundamental techniques. The Alrosa Diamond logo is divided into two parts and positioned to ensure that the content is centered, resembling a diamond in a piece of jewelry.
Using blind embossing method, we shift one part of the logo to the background to illustrate depth and multidimensional space. These metaphors is being supported in transparency and texture of materials, and raw edges of physical design applications.
As a part of our rebranding effort, we created over 20 marketing applications for digital and in-store communication.
VOSK
Vasiliy Podriadchikov (Creative/Art Direction, Strategy)
Denis Valetin (Creative Direction, Digital Design)
Yana Esis (Brand Design)
Igor Kranga (Digital Design)
Sasha Bazan (Management)
REDKEDS
Alexandra Botcher (Account Director)
Lisa Zatravkina (Management)
ALROSA DIAMONDS
Anya Kazakova (Brand Director)
Alena Khudyakova (Art Director)
Klimentiy Gammershmidt (Director-cameraman)
Maria Lotta (Model)
Oksana Kravchuk (Executive Producer)
Ksenia Ivanova (Production Designer)
Anna Slonikova (Stylist)
Elina Karakhanova (MUAH)
Anna Sadkevich (MUAH Assistant)
Arslan Khazhiev (Assistant Director)
Vladimir Kristson (Director)
Yuri Kravchenko (Administrator)
Alexander Rebrik (Gafer)
Vadim Khimchenko (Light)
Viktor Sulkovsky (Light)
Roman Yurchenko (Crane)
Alexander Kashin (Dolly)
Antonina Khaleeva (Focus Puller)
Philip Barsky (Camera Mechanic)
Diana Petrenko (Post-production Producer)
Egor Morugin (Editing)
Ivan Dorogavtsev (Colour)
Alexander Prokofiev (VFX)
In 2020, leading diamond mining company, Alrosa rebranded their private jewelry brand Smolensk Diamonds as Alrosa Diamonds. The brand took a course to become modern premium brand to attract clients with its quality, classic design and surpassed diamond cutting technologies.
Our challenge was to find a new brand positioning based on the expertise, experience, and ambitious to attract more demanding and tempted customers.
In collaboration with in-house brand’s team, we conducted strategic research to define new brand direction and develop it as a valuable identity design with thoughtful brand communication.
In the core of brand strategy we put the fact that Alrosa Diamonds is almost the only company that create jewelry from scratch with its own diamond mining processes. Their expertise is tremendous in every mining, cutting and polishing stages. So we set up natural origins, naturalness and authenticity as main brand values.
Premium brand should broadcast high-quality living, be a symbol of success but keep balance in calm and discreet communication. Not showing off but self-sufficient.
Created brand identity represents all key qualities through fundamental techniques. The Alrosa Diamond logo is divided into two parts and positioned to ensure that the content is centered, resembling a diamond in a piece of jewelry.
Using blind embossing method, we shift one part of the logo to the background to illustrate depth and multidimensional space. These metaphors is being supported in transparency and texture of materials, and raw edges of physical design applications.
As a part of our rebranding effort, we created over 20 marketing applications for digital and in-store communication.
VOSK
Vasiliy Podriadchikov (Creative/Art Direction, Strategy)
Denis Valetin (Creative Direction, Digital Design)
Yana Esis (Brand Design)
Igor Kranga (Digital Design)
Sasha Bazan (Management)
REDKEDS
Alexandra Botcher (Account Director)
Lisa Zatravkina (Management)
ALROSA DIAMONDS
Anya Kazakova (Brand Director)
Alena Khudyakova (Art Director)
Klimentiy Gammershmidt (Director-cameraman)
Maria Lotta (Model)
Oksana Kravchuk (Executive Producer)
Ksenia Ivanova (Production Designer)
Anna Slonikova (Stylist)
Elina Karakhanova (MUAH)
Anna Sadkevich (MUAH Assistant)
Arslan Khazhiev (Assistant Director)
Vladimir Kristson (Director)
Yuri Kravchenko (Administrator)
Alexander Rebrik (Gafer)
Vadim Khimchenko (Light)
Viktor Sulkovsky (Light)
Roman Yurchenko (Crane)
Alexander Kashin (Dolly)
Antonina Khaleeva (Focus Puller)
Philip Barsky (Camera Mechanic)
Diana Petrenko (Post-production Producer)
Egor Morugin (Editing)
Ivan Dorogavtsev (Colour)
Alexander Prokofiev (VFX)