In Spring 2018, Pandora launched Pandora Shine, a new collection of 18k gold-plated sterling silver jewelry. We wanted to launch this new metal offering in a big way.
Our main objectives:
- to emphasize gold & luxury
- to communicate fit with the brand & that the collection is unique to Pandora
- to present the collection as an affordable luxury option that is premium priced, but worth it
As creative lead for the spring campaign, I oversaw all creative for this launch. Special print pieces like mailers & scratch-to-reveal gold catalogs showed off the new jewelry in the collection. I concepted store windows and in-store displays that communicated gold in an eye-catching way and tied to the bee-themed jewelry in the collection. In consumer testing, it outperformed all other options in our key objectives. I also art directed Shine 101, a series of training videos to educate & excite our store associates about the new collection and how to style it.
Art Direction & Graphic Design: Kristen Yeung
Agency Partner: Triptent