Metalsmiths evolved from a kiosk retailer of sterling silver jewelry to an inline retailer of high-end fashion accessories. The chain had grown substantially since 1999—but hasn’t devoted resources to marketing or branding. As growth continued and accelerated, this was the ideal time to review the positioning of the Metalsmiths brand—and refresh and refine it for continued success.

I started with a comprehensive branding exercise that resulted in a brand blueprint document that would shape all future rebranding activities. This document detailed the goals Metalsmiths brand, described the target consumer, and offered guidelines for repositioning the brand. I then set about revising the Metalsmiths identity, developing an up-to-date corporate identity system that didn’t throw away the existing identity, but refined it and built upon it. Next, I applied the new identity to an entirely new system of packaging.

The identity was also applied to additional collateral, such as POP displays, and employee uniforms. The entire refocused identity was revealed to the store staff through an interactive course that invited the staff to become part of the revitalized Metalsmiths, and instructed them on how to portray the Metalsmiths brand.