Clean Origin

A new kind of heirloom.

Exclusively lab-grown, Clean Origin has always been at the forefront of diamond innovation, but they needed a fresh positioning and design to better reflect the true heart of the brand and connect with the modern consumer.

Doing my part:

BRAND STRATEGY
MESSAGING
CAMPAIGN CONCEPTING
UX CONSULTING

Crafted connection.

In essence, the jewelry business is about connection—love shared, gifted, celebrated.

Driving meaningful brand connections, every element of the strategy I built for Clean Origin was grounded by in-depth market analysis and guiding audience personas.

Powerful positioning.

Against a sea of sameness in the market and clinical connotations of lab-grown, it was my job to add heart to a brand all about love.

Guided by clear audience segmentation and understanding of our white space, I positioned Clean Origin to forge meaningful new connections with its growing community.

A meaningful message.

More than just stone, warmer than the lab, a beautiful moment captured and celebrated, there’s an emotional depth to diamonds that
the brand was missing.

I created a resonant, joyful, and elevated brand voice that I then implemented across messaging strategy, tactical guidelines, and copy across all touch points and channels.

AGENCY: King & Partners
CREATIVE TEAM: Tony King, Bri Heu, Minh Ahn Vo Schuft

I’ve got lots of ideas.

Check out more work.