Balfour and Kendra Scott joined forces to redefine tradition by creating a Class Jewelry line targeted at those who want a piece for any outfit and any occasion. We wanted to express the fun, passionate, fashion-forward, and authentic style of today’s students by combining Kendra Scott’s fresh and relevant designs with Balfour’s 100+ years of quality, Officially Licensed Collegiate and High School Jewelry. The collection consists of eight new ring styles–including two styles designed especially for men– along with three pendant necklace styles. 

Marketing and Creative Direction:
The marketing campaign showcases the breadth and depth of the jewelry collection and pairs it with the individuality of the student in modern-day life. The tagline, “Be Authentic, Be Bold, Be You” was positioned with the photography and the visual design to promote the variety and diversity of the jewelry line. Lifestyle photography focuses on students of different ages, gender, and race engaging in daily activities while they are wearing a class ring or pendant.

Since this was a collaborative effort the visual design incorporates a fresh and modern color palette, that reflects the look and feel of both brands. One of the defining features of the rings in this collection is the stone shape. To highlight this, we created colorful design patterns integrating these shapes which were used throughout the materials to accentuate the product photography.

In order to meet the modern-day student where they are our campaign was launched digitally across several platforms and was segmented to reach a variety of colleges and universities. Throughout the marketing campaign and the website, we tailored the ring photography to reflect the college names, stone colors, and school crests for over 1000 schools with new schools being added daily.

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Multiple award-winning project:
Dotcomm Platinum Awards:

• Digital Marketing & Communication Campaigns | 9c. Integrated Marketing 2021

AVA Design Gold Award:

• Digital Marketing Campaign

Indigo Awards (3:

• Bronze in Digital Ads and Campaigns 2021

• Bronze in Branding 2021

• Honorable Mention in Website Design 2021