Brand Purpose
In 2018 Swarovski established a newly revised brand strategy – the brand purpose – via a cascaded internal and external communication scheme. Kicked off with an internal seeding period and followed by the seasonal SS19 consumer campaign, the new brand purpose was never actually launched but slowly dribbled into all communication measures.
From start to kick off the project spanned over more than twelve month and involved external brand specialists Interbrand and Publicis.
In 2018 Swarovski established a newly revised brand strategy – the brand purpose – via a cascaded internal and external communication scheme. Kicked off with an internal seeding period and followed by the seasonal SS19 consumer campaign, the new brand purpose was never actually launched but slowly dribbled into all communication measures.
From start to kick off the project spanned over more than twelve month and involved external brand specialists Interbrand and Publicis.
Lead Agency Pitch
Overlapping the ongoing brand purpose work, Swarovski started the screening process for a possible new lead agency and ultimately transitioned it’s global communication account from NYC based Laird + Partners to Publicis Luxe in Paris.
The preceding tissue meetings and the agency pitch itself included other global networks and local boutique shops from London, Paris, Milan and Los Angeles.
The Observatory from London and Stardust Brands from Los Angeles where also partially involved as pitch consultancies.
Overlapping the ongoing brand purpose work, Swarovski started the screening process for a possible new lead agency and ultimately transitioned it’s global communication account from NYC based Laird + Partners to Publicis Luxe in Paris.
The preceding tissue meetings and the agency pitch itself included other global networks and local boutique shops from London, Paris, Milan and Los Angeles.
The Observatory from London and Stardust Brands from Los Angeles where also partially involved as pitch consultancies.
Timeline
Brand Expression
The revised brand purpose together with the shift from lead agency Laird + Partners to Publicis Luxe is clearly visible in the „before and after“ communication below.
This is not to be seen as a good versus better example but a revision, an adjustment of the brands strategy, expression and visual language.
This is not to be seen as a good versus better example but a revision, an adjustment of the brands strategy, expression and visual language.
Atelier Swarovski 10 Years Anniversary Campaign (00:32)
Spring/Summer Collection 2018 campaign (00:21)
Christmas Campaign 2017 (01:36)
Atelier Swarovski
Atelier Swarovski is the luxury brand within the Swarovski jewelry portfolio and collaborates regularly with renown designers such as Jason Wu, Peter Pilotto, Jean-Paul Gaultier, Maison Margiela, Christopher Kane, Mary Katrantzou or Lanvin. AS also has a "Fine Jewelry" line and is committed to sustainable sourcing and fair trade materials.
Atelier Swarovski is the luxury brand within the Swarovski jewelry portfolio and collaborates regularly with renown designers such as Jason Wu, Peter Pilotto, Jean-Paul Gaultier, Maison Margiela, Christopher Kane, Mary Katrantzou or Lanvin. AS also has a "Fine Jewelry" line and is committed to sustainable sourcing and fair trade materials.
Swarovski CGB
The Swarovski consumer goods business is jewelry, watches, accessories, eyewear, home and figurines. CGB accounts for over 70% of the Swarovski crystal business and releases two main collections – Spring/Summer and Autumn/Winter – per year. Christmas, Valentine‘s Day, Chinese New Year or Mother‘s Day are also marked with smaller collections.
The Swarovski consumer goods business is jewelry, watches, accessories, eyewear, home and figurines. CGB accounts for over 70% of the Swarovski crystal business and releases two main collections – Spring/Summer and Autumn/Winter – per year. Christmas, Valentine‘s Day, Chinese New Year or Mother‘s Day are also marked with smaller collections.
Valentine‘s Day Campaign 2019 (00:31)
Mother's Day Campaign 2019 (00:31)
Spring/Summer Collection Campaign 2019 (00:30)
