Fireflies Campaign
Victor Corporation
Photoshop, Illustrator, InDesign
Creative Director, Designer, Photo Direction & Retouching
Photography by: Tom Tragale
“Fireflies” is a collection of pendants that have a patented setting where the diamonds flutter and twinkle like a Firefly at night. (View the video below to watch the diamonds move.) Many jewelry manufactures and wholesalers were selling the same product to their customers; however, it was the collection name, the branding and the graphics that differentiated Fireflies and made the product launch successful.
Fireflies Logo Design & Redesign
I created both the original and the redesign of the Fireflies logo.
The owner of Victor Corporation wanted the original logo (bottom) to include “Fabulous” because he liked the alliteration of the ‘f’ sounds of Fabulous and Fireflies. However, the word “fabulous” doesn’t add anything to meaning of the logo so I removed it in the new concept.
In early concepts, I showed the Firefly having diamond facets; however, the owner thought that symbolizing these facets in a certain cut (i.e., a round diamond) would make consumers think the pendants were only available in a round diamond. I disagree since the facets are a general representation of a diamond and I incorporated the facets in the new concept. However, the main idea and even some of the aspects of the Firefly have stayed largely the same.
Multiple fireflies were too busy and got lost when combined with the backgrounds of ads and marketing materials.
The original font did not portray enough movement and looked dated. The new font shows movement and is more casual and modern than the scripted font. The tagline was soften to match the logo font.
Printed Booklet
Printed Fireflies booklet for product launch which showcases Fireflies pendants and earrings. The QR code was extremely helpful in showing customers and consumers the movement of the center diamond. From left to right: cover, inside spread, back.
Print Ads
Business to consumer and business to business ads. Left: Jewelry store (Selman’s) to consumer ad. Middle: Full page ad for a jewelry industry newspaper publication. Right: Small 1/3 page vertical printed ad for jewelry magazine publication.
Digital Graphics
Left: Product launch- website rotator and Facebook cover/status images. Right: Second year- website rotator and Facebook cover/status images.
Video
Fireflies product launch video showing the center diamond movement. (The video shows the original logo.) I provided creative direction and graphics support for the video. Video produced by AVP Digital Studios.