Brand Design
Sogni d’Oro
Corporate Design
Managing Corporate Design and Marketing Strategies
I created the Corporate Strategy and Corporate Design for a jewellery company Sogni d’Oro.
Sogni d’Oro lent jewellery to its clients, a business model which gave interesting opportunities for graphic design and marketing.
Responsibilities
The Logo
Business Stationary
Advertisments
Branding
Print Design
Web Design
Branding
Sogni d’Oro – Träume aus Gold – “Dreams of Gold”
I added a German slogan with the Italian company name to appeal to the Central European market.
To create an elegant and prestigious brand, crimson and gold were used. These colours signal allure, enticement, and sophistication. Gold also illustrated the gold the clients would wear.
Minimal Design
Responsive Design
Creative Idea
The Logo
I incorporated the company name, slogan and symbol into the Logo for brand enhancement. The moon, clock and use of gold represented the dreams of the clients.
We decided the logo of a company dealing with gold should use in its design the Golden Ratio.
And it’s not just in the logo, the Golden Ratio is used throughout the entire layout.
The Business Stationary
The business stationary is consistent with the Corporate Design guidelines. Crimson and golden, and perfectly designed in the golden ratio.
Advertising
„Something old, something new, something borrowed, something blue“
Billboards asked “Nichts geliehenes?” which means “Nothing borrowed?”
Magazine advertisements were targeted at women but also men, for example, selling men the idea of a prestigious watch.
The Guerilla Campaign
also called the Launch Campaign was used to grab the attention of clients through its creativity and eye-catching techniques.
At bus stops, Marilyn Monroe poses in her iconic stance from her performance “Diamond’s are a girl’s best friend. In place of her face is a reflective mirror.
Passerby visualise themselves wearing the diamonds – their new best friends.
Screen Design
I created the Sogni d’Oro website and adapted it to multiple platforms.
User Experience
Minimalist design that is consistent and recognizable with the Corporate Design.
Web Development
The website was made using Adobe Xd.
Logo Animation
For the screen design I animated the logo. On the left you’ll find the lottifile version and on the right, the mp4 version.
Creative Process
Here you can see the rationale behind the marketing aspects and Corporate Design
Target Group
Using the Sinus Milieus approach, I identified the following characteristics for the target group of Sogni d’Oro:
- 30+ years
- Higher socio-economic status
- Luxurious lifestyle
- Status and quality conscious
- Interests in art, culture
Since something borrowed is a big topic at weddings, engaged couples are also included in the target group.
Business Objectives
The following business objectives were created:
Economic Goals
- Creating revenue by hiring out jewelry and watches that would otherwise gather dust
- Encouraging customers to try before they buy
- To distinguish the company from the competition
Psychological Goals
- Building a luxurious and elegant image
- Achieving customer satisfaction and gaining customer loyalty
- To advise customers professionally
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