“Make your mark on the bottom line by signing on the dotted line.”
The National Association of Goldsmiths is a long-established and distinguished organisation representing the UK’s retail jewellers. However, the Association, or the N.A.G. as it is known, suffered from an outmoded image and a lack of awareness amongst retailers of the very real commercial benefits membership can bring, over and above the mere display of the Association’s crest. What’s more, the N.A.G.’s communications were fragmented to the extent that the Association had not established a clear and single-minded identity with which to engage with members and prospective members alike.
The solution lay in establishing a clear, consistent, distinctive and, just as importantly, stylish identity for the Association which would immediately identify itself and the principles it stood for. We established a strong and elegant graphic style based on jewels to immediately signal and establish empathy with the industry the organisation represented.
We created a suite of hard-working and informative communications, including leaflets and a trade stand which debuted at the IJL show at Olympia, the purpose of which was to clearly highlight the various very commercial benefits that come with joining the organisation.
Membership of the N.A.G. has risen to record levels since campaign launch with the new graphic identity now extending into other areas of the Association’s activities, most notably in promoting its ‘Jeweller’ magazine and its industry-leading JET jewellery education courses under a banner proposition of: ‘Watch your business/career take off with JET’.