James Allen

Campaign

Image showing branded traveling items - a plane ticket, a map, a mini suitcase, a passport, a globe, and a polaroid camera, and an open ring box with an engagement ring inside. All with references to getting married and all against a soft pink seamless.
Challenge

James Allen enlisted YummyColours to revitalize their brand look, visual tone, and cross-platform editorial concept. With the goal of increased engagement across male/female demographics, the brand identity needed to reflect the existing James Allen tone, and enliven the customer’s process of designing, deciding on, and purchasing a ring.

Solution

YummyColours conceived of a more contemporary, playful approach to the brand narrative. Executing a full revamp of the visual tone of voice, YummyColours concepted and directed the production of unique still and moving imagery. Foregrounding colorfulness, whimsy, and humor, YC developed a unique visual identity to characterize the brand, as well as the decisions involved in purchasing its products, as approachable, fun, and genuine.

Animation showing red mini heart arrows shooting towards an open ring box with an engagement ring inside.
Image showing person holding a red heart arrow ready to send it to their target. The person is wearing a mustard yellow top and the seamless is frosted light blue.
Image showing two people, one on the other persons shoulders. They are wearing matching Christmas pajamas and they are putting the star on the Christmas tree.
Ferris wheel made from open ring boxes with engagement rings inside.
Images showing miniature yellow photo-booth with a hand inside taking selfies.

Throughout the last 5 years YummyColours and their team have elevated our brand visually, bringing strong differentiation as well as overall consistency. Their creativity and understanding of both the visual and business goals produced an output that we felt proud of. YummyColours always felt like an extension of our own team they're innovative, professional and always a true pleasure to work with.

— Shannon Delany
CMO James Allen
Two women are standing in front of a gray seamless and in front of them is grass with daisies. On top of the grass is an open JamesAllen ring-box with an engagement ring inside. One woman is covering the other woman's eyes with her hands and they are both smiling.
Animation showing two hands surfing on mini paper surfboards on paper waves.
Image showing a tray with a cup saying 'mom rocks' and a plate with toast saying 'mom' and an open ring box with an engagement ring inside and an animation of a hand reaching for the ring.
Image showing person in a chemistry lab. They are wearing a lab coat saying 'Dr Love' and on the table there is an open ring box with an engagement ring inside.
Image showing three images next to each other. The first shows a person in profile holding a small pink dragon, the second shows a wedding cake with Starwars figurines as cake toppers each holding a ring, and the third image shows a pair of hands with a pink Playstation gaming three open ring boxes.
Image showing an Olympic winners steps with 1, 2, 3 written on the white steps in black. On the third place is a mini bouquet of flowers wrapped in bronze metal wire. On the second place is a mini wedding cake decorated in silver and on the first place is an open James Allen ring box with a red gold engagement ring inside. A hand is reaching for the ring box.
Credits
Client:

James Allen ↗

Creative Direction:

Denize Maaløe, Diego Marini

Design:

Katie Osborne, Bridget Pavlick

PM:

Krystal Greven, Jordan Ross

Photography:

Julia Comita, Sarah Silver, Mei Tao, Greg Vore, Jeff Cate

Prop Stylist:

Morgan Levine, Randi Brookman Harris, Sara Foldenauer, Alix Winsby

Wardrobe:

Mindi Smith, Doria Santlofer, Diana Lunt, Jenn Patryn

Hair:

Shane Thomas, Clay Nielsen

Makeup:

Julia Joseph, Andie Markoe-Byrne

Nails:

Naoko Saita, Kelly B.

Production:

Anchor Light, Remote Control, Mythology Pictures

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