It’s common to describe branding as “visual storytelling.” When working with Belmacz, a long-term client and jewelry maker, Mind Design asked what brand story is most appropriate and meaningful? The story of a diamond can be ugly.
Ultimately, Mind Design regressed the existing graphic language. The 2011 refresh extends the established wordmark into a full identity system that parallels the life cycle of the gem. The system now visualizes the complicated relationship between source and product.
The relentlessness of the system’s implementation is remarkable. Every single shape that is cut away from one piece is then applied to another. All that cutting and salvaging nicely reinforces the storytelling.
We “envy” this project because it’s not pretty; in fact, it’s ugly, but meaningfully so. And it’s obsessive. It really gets you in the gut.