Soirée by N.Y.

Finding clarity for a new jewelry brand

Soirée by N.Y. jewelry adapts to the style of the woman wearing their pieces, guaranteeing women the freedom of self-expression and individuality through well-crafted jewelry pieces inspired nature at affordable prices sets Soirée by N.Y. apart. Base Creative was commissioned to create a brand for the reputable Turkish designer Nuri Yildiz, one that would capture the essence of the elevated designs but at a price for every woman.

What we did

For Soirée by N.Y., every service of brand building was utilized. Following a franchise business model, we laid the foundations needed for maximized expansion starting with the building blocks of branding. From brand DNA and brand story to target audience and design, we worked hand-in-hand with Soirée by N.Y. leaders to create the perfect brand to represent the essence of their products and designers. By focussing the brand around the definitive brand expression of “real jewelry without the price tag,” Soirée by N.Y. could own both the craftsmanship of an established jewelry maker while engaging an audience of thoughtful and conscious buyers.

Research and Insights

Brand Strategy

Brand Design

Brand Activation

Web Development

Research and Insights

To understand the essence of the brand, we went straight to the mind behind Soirée by N.Y. conducting interviews with the CEO Nuri Yildiz. An intimate understanding of the brand created a clear picture - Soirée by N.Y. crafts uniquely creative jewelry inspired by nature with classic elegance that is affordable and for everyone. Through research, the target audience was identified as women aged between 20 and 60 years old.

Brand Strategy

Beginning with the name, Soirée was chosen to convey the elegance, fashionability and sociability of the woman wearing its pieces. “By N.Y.” giving reference to the founder, designer and CEO of the company. Suitable for work, a night out or everyday wear, Soirée by N.Y. offers multi-functional costume jewelry for women who understand quality but appreciate value. These key points crafted a unifying and insight-rich philosophy around the slogan “Classical Beauty, Natural Inspired” that provided the guidance for a full brand roll out.

Brand Design

The design philosophy spread from the brand story. An elegant logo was built on a grid, capturing the classic beauty of the brand through symbols. Colors and typeface were selected to represent the brand story. These decisions were the basis for advertisements and collaterals, all aligning with the Brand DNA and strategy. Photography featured in brand activation was simple, editorial and contemporary, never distracting from the product but enhancing the appearance of quality.

Brand Activation

The brand design directly informed the appearance of the store and packaging. The signature dark grey and mint green colors were used throughout the store and in the bags and packages that will exit the store. An online platform was streamlined for the consumer to browse and purchase easily. A brand book was designed to capture all the thought that had gone into creating Soirée by N.Y., doubling as a highly actionable guidebook for brand image replication by Soirée by N.Y. teams internationally.

Web Development

Summary

Soirée by N.Y.

Research and Insights

Brand Strategy

Brand Design

Brand Activation

Web Development

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