GREY MATTER DESIGNS
ALEX&ER JEWELLERY
Brand Name / Logo / Branding / Website Design / Packaging / Photography / Content creation / Interior design
LOGO + BRAND NAME
ALEX ‘&’ ER, THE LOGO IS AN INTRODUCTION TO THE BRAND OWNERS; ALEXANDER HAROLD & ALEXANDER SMITH. THE ‘&’ REPRESENTING MORE THAN ONE ALEX BEHIND THE COMPANY AND THEREFORE REPLACING THE ORIGINAL ‘AND’ IN OUR NAME. PLAY ON LETTERS, AS OPPOSED TO PLAY ON WORDS.
BALANCED WITH A TALL SHARP TEXT TO REINFORCE THE FACT THAT ALEX&ER AND MODERN DESIGN ARE JOINED AT THE HIP; THE FONT IS ‘P22 JOHNSTON UNDERGROUND’ IS A FURTHER NOD TO THE BRITISH HERITAGE.
THE BRAND IS UNEQUIVOCALLY BRITISH. SO TO FIND A TYPEFACE TO MATCH WAS A GOOD TASK. I SETTLED WITH ACADEMY ENGRAVED, IT POSSESSED THE TRADITIONAL FEEL THAT COMES WITH BEING BRITISH AND OF ITS RICH HISTORY. JEWELLERY TOO IS AN EXTREMELY TRADITIONAL INDUSTRY BOTH IN HOW IT OPERATES AND THE PACE OF ITS DESIGN SO IT WAS IMPORTANT TO SHOW APPRECIATION OF THAT. WHERE BETTER TO SHOW THAT RESPECT THAN IN THE LOGO ITSELF? THE FONT WAS THEN FINISHED WITH A VERY TIGHT CHARACTER SPACING TO CHANGE ITS WHOLE APPEARANCE AND BRING A TWIST TO A TRADITIONAL FONT.
Website Design + Creation
CONtent Creation
ALEX&ER HAS TAKEN A GREAT DEAL OF INSPIRATION FROM BRITISH INDUSTRY AND ARCHITECTURE. THE PIECES ARE STRUCTURED, THOUGHT-PROVOKING AND FORMIDABLE IN THEIR APPEARANCE. THE ADVERTS PAY HOMAGE TO A RICH HISTORY OF BRITISH CAR MANUFACTURE AND THE PASSION FOR TRAVEL BY INCORPORATING SHOTS FROM THE SOUTH OF FRANCE, PARIS AND NEW YORK. THE VIDEOGRAPHY INCLUDES THE IMPORTANCE OF THE HAND CRAFTING PROCESSES THAT ALEX&ER USE AND HAVE ALWAYS USED.
PHOTOGRAPHY IS VITAL FOR A PRODUCT BASED BRAND AND TO CREATE THE APPROPRIATE FEELING IS THE REAL SIGN OF A SUCCESSFUL PHOTOSHOOT. THE BRIEF FOR EVERY SHOOT HAS BEEN TO TO EXPRESS QUALITY AND CRAFTSMANSHIP, TRADITIONAL VALUES WITH MODERN DESIGN AND FUNDAMENTALLY BRITISHNESS. THE RICH, DEEP TONES WITHIN THE PHOTOGRAPHY BRINGS A CERTAIN OPULENCE TO THE BRAND WITHOUT BEING BRASH. THE USE OF CLASSIC BRITISH CARS WITH YOUTHFUL MODELS TELLS THE CONSUMER THAT ALEX&ER APPRECIATES IT'S HISTORY BUT THAT WE NEED TO UNDERSTAND THAT YOUTH IS THE FUTURE.
(Product) Photography
Interior (Store) Design
Store One (Covent Garden)
LONG SECTION ONE
SHORT SECTION ONE
SHORT SECTION TWO
PERSPECTIVE ONE
LONG SECTION TWO
PERPECTIVE TWO
Store Two (Boxpark, Shoreditch)
