Globally, the jewellery sector has long been the preserve of the older affluent consumer, with the intention of driving sales or affinity for specific brands. Marketing campaigns and even social channels are largely populated with aspirational, highly polished brand imagery and messaging.

LoveGold is a new brand created for the World Gold Council, who are the industry body for gold mining companies, and exist to stimulate demand across all industries; it’s a brand that breaks this mould. In the jewellery sector, it is unique because it promotes the best high-carat gold jewellery, with no particular brand bias, and is targeted to a young, fashion-conscious audience.

It’s an environment where editorial and social conversations combine to inspire young people with the world’s most beautiful gold jewellery, the designers creating it and the people wearing it.

Our brand identity – a pair of magpies – was hand-drawn by an illustrator and appears as an online and offline logo, as well as an animation. It symbolises LoveGold’s mission: to seek, find and share the world’s best gold jewellery.

Each editorial feature is bespoke. Turning photo shoots and interviews into beautifully designed stories, using parallax scrolling effects and interactive galleries.

Also featuring handcrafted typography, completely unique to LoveGold, to enhance our stories. For example, the graffiti scrawl in ‘The London Scene’, the modern interpretation of Chinese calligraphy in ‘China Power’ and the ethereal script in ‘Let it Bee’.

In one year, LoveGold has launched in the US, China and India, grown a 400k community and achieved a social reach exceeding 136 million in 2013, with no ATL support.

Celebrities like, Ke$ha and Isabelle Fuhrman help to spread our message.

Facebook posts achieve 21,000 ‘likes’ and our 40,000 strong Instagram community has grown organically.

The fashion industry and consumers have responded well: “@lovegoldlive ok..so I kind of need everything you post! #jewelcrushingrightnow”

Enquiries about where to purchase are increasing. Our Christmas #HintingSeason campaign saw 25% of visitors share a ‘hint’ for a product; 6% clicking through to the store.