The Brief
The Jewellery Show is the UK’s only trade event dedicated exclusively to fine jewellery. It attracts designers, retailers, suppliers and manufacturers from around the world. Now in its second year, the event sought to establish itself as a premium, future-focused destination for sourcing, trend discovery and networking in the global jewellery sector.
Our challenge was to elevate the show’s image with a refined and luxurious brand identity that would resonate with international audiences—especially buyers and professionals from Europe, the U.S. and Asia. The brand needed to distance itself from consumer-facing jewellery events. It had to project elegance and exclusivity, while remaining accessible and relevant to B2B attendees.
Most importantly, the organisers wanted something fresh and distinctive. They asked us to create a campaign that would avoid tired clichés and instead deliver a visual system with standout appeal across print, digital and environmental platforms.
Design Approach
Our approach to this brand identity for exhibitions began with a bespoke J&S monogram. Overlapping serif initials formed an elegant mark that felt timeless and ownable—perfectly suited to a premium B2B audience. We extended this into a complete visual language with an in-depth brand style guide.
We introduced a unique light refraction motif inspired by diamond facets—subtle enough for text overlays, yet symbolic of craftsmanship and quality. Our colour palette drew directly from natural diamond hues: icy lavender, blush, champagne and soft blues. These tones ensured the brand felt luxurious but modern, and worked seamlessly across event materials.
To push visual storytelling further, we developed a series of striking AI-generated visuals. These featured London landmarks imagined as fine jewellery—Big Ben in yellow gold, the Gherkin in diamonds, and the London Eye in white gold. Set against a black background, the images created dramatic contrast while reinforcing the show’s London location and international stature.
The final identity balanced glamour with professionalism. It stood apart in a crowded event landscape and positioned The Jewellery Show as a flagship destination on the global jewellery calendar, supported by expert exhibition and event advertising that delivered real impact.
