Rebranded one of Springer’s Jewelers’ locations to highlight their estate collection
The interns were given our own client for the summer. Our task was to rebrand Springer’s Jewelers’ Bath, ME location to distinguish it as the flagship store for their estate jewelry collection. The goal was to highlight its heritage and keep the trust of its current customers, while drawing in a younger, fresher demographic. We presented eight store names with “look and feels”, and the clients chose “Page, The Springer’s Estate Collection”. Inspired by the building’s original owner, A.G. Page, we wanted to capture the essence of how rooted they are in their building and community , while adding a fresh and modern take to attract younger consumers. It also allowed us to weave in the theme of books and storytelling, as each individual estate piece they sell carries a unique history. I wrote manifestos for three of the ideas, but collaborated with other creatives on deliverables and tactics for all eight.
Above is one of the first pages of a brand guidelines book that we made for Springer’s to reference as they created their new brand. To the left is the brand manifesto that I wrote, and to the right are four brand tone words that we agreed were important to Page’s voice and messaging.
Above is a page from the brand guidelines outlining one of the key tone words for the Page brand. We supported my copy on the left with a mood board to enhance the essence of what being a “Mainer” means to us.
We also mocked up a sample landing page and wrote some sample copy.
Above is a sample item description page. We decided to put the copy at the forefront, as this was a great opportunity to lean into the whimsy of storytelling. Our idea was to assign mini poem-like descriptions to each piece of estate jewelry on their website, inviting the consumer to dive into romantic histories, while also imagining themselves in each story.
Above are sample instagram posts that I wrote copy for. The background would animate and flash into different colors in their color palate we created for the brand guidelines.
I wrote a 60 second radio spot to introduce their new Page brand, while also informing listeners of their July Estate Jewelry Sale. Radio is a huge platform for Springer’s; the owner and her sister historically have followed a back-and-forth speaking format, and have very recognizable voices to the local community. We decided to use this to our advantage, as consumers will have a sense of familiarity as they hear about a new branded store. Myself and another copywriter also did scratch reads, where we recorded ourselves as Lilly and Zoe so that they could hear how it would sound with tone, music, and how mandatories would tie in at the end.
