A Brand Voice Shift for Blue Nile
Putting the Joy in Jewelry
Blue Nile is becoming an everyday luxury brand. This calls for a brand voice that's elevated yet approachable. The copy below is fresh, sophisticated and a little playful—since jewelry is meant to be fun.
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New Collection Branding
I came up with the positioning and messaging for this new collection, and wrote talking points that were used company-wide.
Note: This copy was originally formatted into sections with headlines to make it easy to read.
Note: This copy was originally formatted into sections with headlines to make it easy to read.
