The existing brand represented the company’s past well. The brand felt “high end”, even luxurious, but the brand mark felt out-dated and did not represent Lewis Jeweler’s forward thinking approach to retail. The overall look and feel of the brand, from mark, to typography, to digital presence, did not embody the young, vibrant pulse and personality of their company.


A new brand platform that would marry the successes of the past with a new look, and a voice that matched their young, progressive approach to the industry. A brand to anchor themselves in the successes in the of their past, while pushing their visual identity forward into an ever-changing, ever-evolving market.


A clean, simple brand mark and new typography that exudes luxury and style, and embodies sleek and modern design. A brand that plays well in the digital landscape and captivates the eye in print.