Celebrating 10 years : 2013 - 2023

We created the entire Understanding Jewellery brand and encyclopaedic website.

Web design & development

For David Bennett and Daniela Mascetti jewels are so much more than precious ornaments. Their project started as a book, ‘Understanding Jewellery’ which is an encyclopaedia of jewels, and a trusted source of knowledge in the jewellery world. Their unrivalled expertise and sincere passion for what lies beyond a rare ornament have now seen David and Daniela’s knowledge translated into digital formats online, and their unbiased services branch into advising, speaking, and demystifying an industry with such an enduring history. Our initial challenge was to uncover a brand proposition that explained their vision, and to create a premium brand identity that positioned them perfectly.

We had a welcome challenge with the online platform, as we needed to craft a brand services showcase, editorial content, and a paid subscription service, all in one. Their previous collections of published book content needed to migrate to the new paid for service, aimed at jewellery traders, collectors, enthusiasts, and students.






Our branding process uncovered that a passing on of their knowledge and the stories behind the jewels was at the heart of this project. We turned this passion into a simple message of ‘The Eternal Fascination, the Enduring Magic’, and also crafted a tone of voice that positions Understanding Jewellery as ‘the’ authority in jewellery.

Inspired by the eternal fascination, the enduring magic, and what lies behind the jewel, the logo mark draws its reference from historical symbology. It is applied in a contemporary and minimalist form, with the typeform keeping an influence of heritage in its style. The icon mark is created with abstract interpretations of the U and J, enclosed in a circle to form a jewel-like shape. It has been simplified to create a modern icon mark, where the difference in weights of the lines represents luxury and quality.

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