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The Last Line

Creating a new, cult-status fine jewelry brand that redefined the meaning of luxury: all the cache and elevation of a heritage brand with the nimbleness and innovation to change a competitive market.

Everything We Did
  • Brand Communication Strategy
  • Logo Design
  • Packaging Design
  • Product Distribution & Retail Strategy
  • Social Media Strategy
  • Creative & Art Direction
  • Digital Content Production & Post Production
  • Copywriting
  • Community Management
  • Monthly Content Calendars & Auditing
  • Influencer Partnerships
  • Event Concepting
  • Partnerships & Programming
  • Creative Consulting & Strategy

What’s more luxurious than shopping 90210-level diamonds from the comfort of your own couch? Métier Creative worked with The Last Line to create a Supreme-like drop model based on creating a community of collectors and diamond hypebeasts.

Packaging worth unboxing, keeping and collecting

Métier created three distinctly different final packaging directions and logos to inspire a “collectors” mentality in customers because what’s better than a collection of keepsake treasure chests to store your treasured finds? Métier developed the entire brand ethos, including the brand identity, merchandising and distribution strategy, go-to-market strategy for launch, content production, influencer seeding programs, limited edition mailers, casting, launch event direction, and running the day-to-day social media to cultivate a true community. Our goal was to create the fine jewelry equivalent to that of, say, Soho House — the best kept secret and the thing that everyone in the know wants in on. We created a unique way for die-hard fans to “Shop Before the Drop” via the DM on Instagram, and successfully drove incremental revenue in sales via social. We focused on building excitement, loyalty, trust, and relationships with fans of the brand by offering an open dialogue and opportunity for Shelley Sanders (the designer) to become the diamond plug for anyone and everyone.

 

 

 

 

 

 

The Last Line is a direct-to-consume fine jewelry brand created by veteran designer, Shelley Gibbs Sanders. Métier developed the entire brand identity, including the logo, shareworthy packaging, brand story, merchandising and distribution strategy for launching the product into the market, content production, seeding program, casting, launch event, and running the day-to-day social media to cultivate a true community.

Building hype for fine jewelry on social heading

At every touchpoint of the brand, our objective was to humanize Shelley, create strong brand affinity towards individualized products, build everlasting client relationships with advocates, develop a best-in-class social presence that makes people want to follow and, ultimately, drive ongoing hype and excitement around product releases.

Building a brand that actually resonates

Our challenge was to create an external packaging, logo and overall brand identity that matches the product’s price point, craftsmanship and luxurious quality. By creating a brand that resonates on a true social-first level, we have tailored every part of the brand experience to triggering social engagement from comments, likes, reposting, and interaction. We also developed a true first of-its-kind pre-shopping experience by allowing people to successfully “Shop in the DM” and pre-order the first collection via a personalized service that felt truly unparalleled, but custom tailored to the luxury experience needed for this type of luxury product.