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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
  • Creative & Art Direction
  • Logo Design
  • Monthly Content Calendars & Auditing
  • Packaging Design
  • Product Distribution & Retail Strategy
  • Social Media Strategy
  • Digital Content Production & Post Production

Creating a cult-status brand that would disrupt the fine jewelry world and redefine the meaning of luxury — one diamond drop at a time — was the mandate TLL’s founder, Shelley Gibbs Sanders, championed. Métier Creative partnered with The Last Line during the brand’s infancy through launch and beyond.

With the goal of balancing the cache and elevation of a heritage brand with the inventiveness and innovation needed to take on a competitive market, we developed a foundational brand communications strategy and visual identity.

Anchoring our approach to merchandising and creative in principles that mirrored a “drop” release model, we strove to cultivate a community of enthusiasts eager to acquire each new piece released to the market. Our logo and packaging design reflected this, with multiple variations released to the market as limited ‘collect-’em-all’ style editions.

 

To further flesh out the brand’s initial building blocks, Métier Creative devised a fully 360° go-to-market campaign for teaser and beyond, inclusive of friends of the house building, brand partnerships and programming, seeding kits and more. To continue to build momentum ahead of TLL’s first release, we developed an exclusive ‘shop the DM’ pre-order program, generating significant buzz before the brand ever made its official debut.

TLL continues to be one of the most-hyped and coveted modern fine jewelry brands on the scene, and we take pride in playing a part in its success.