How do you make a legacy fine jewelry brand relevant to a new audience?
I led the creative evolution of Ross Simons as Vice President of Creative, overseeing a 40 plus person in house team responsible for campaigns, content, catalogs, and a full suite of promotional materials. The opportunity was to make a 75 year old jewelry brand more relevant to a new audience by elevating its expression and creating a more cohesive, contemporary presence across every touchpoint.
Role: Vice President of Creative
Scope: Campaigns, content, catalogs, promotional materials, in house team leadership
A signature style of imagery was developed to elevate brand perception and create a more refined and recognizable visual identity. It helped define a more aspirational point of view for how the jewelry was expressed across the brand.
Digital campaigns expanded the brand beyond consistency alone, using storytelling to make the jewelry feel more distinctive, memorable, and emotionally resonant. The work created a richer brand experience and gave the collections greater narrative depth across channels.
The Estate Collection became one of the brand’s most eloquent expressions of storytelling. This campaign brought more meaning, history, and character to the collection, creating a more layered narrative. The work received a top honor at the In House Agency Annual Awards.
With a decades long catalog tradition central to its brand image, Ross Simons had a strong visual legacy to build from. This work extended that tradition by developing an ongoing visual story for the jewelry collections and shaping the catalog into a more elevated brand expression.
Advertising across broadcast and digital media helped bring the brand to life through motion, storytelling, and a more immersive brand experience. The work extended the brand beyond static imagery, creating a more expressive and memorable presence across channels.