Balfour and Kendra Scott Class Jewelry Launch Campaign

by Iconic Group

Balfour and Kendra Scott joined forces to redefine tradition by creating a Class Jewelry line targeted for 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 student 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. Students can choose from 18 stone colors and 13 different metal types, including precious metals. Each piece in the collection was designed to give students a fresh, new way to celebrate their academic achievements while complementing their personal style. The designs are a nod to several of Kendra Scott’s most popular shapes and stones.
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. The 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 from both brands. One of the defining features of the rings in this collection are the stone shapes. 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...

Prize

Bronze in Digital Ads and Campaigns 2021

Bronze in Branding 2021

Honorable Mention in Website Design 2021

Created by:

Lead Designer

Tabitha Salazar

Design Company

Iconic Group

Profile Website

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Project Website

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Client

Balfour and Kendra Scott

Design Team

Iconic Group

Credits

Entrant Companies

Balfour, US
Kendra Scott, US

Advertisers

Balfour, US
Kendra Scott, US

Individual Credits

Chief Marketing Officer: Jaclyn Cannon
VP/Executive Creative Director: Fassy Veith
Creative Director: Tabitha Salazar