Joumanna is an online jewellery portal for the contemporary woman, showcasing emerging and established jewellery designers at affordable prices from the Middle East. Joumanna has a clear brand vision and definition, however they came to Jones & Bone to help create consistent content and brand messaging. We felt that the content was missing the Joummana ‘lens’ making it instantly recognisable to its clients, leading to loyalty and brand love. They also asked Jones & Bone to create campaign visuals to be used on their website for PR and to show the value of the Joumanna spirit as well as photograph and design the Joumanna digital look book.
We created a ‘Brand Style Guide’ giving Joumanna structure and brand design elements, guiding them on the colours, look and feel of the site to ensure consistency throughout. We created a ‘Tone of Voice’ to be applied across
all social channels, blogs and newsletters. The voice chosen works in harmony with Joumanna’s bright personality and the language used is both feminine and engaging, all focused around highlighting the beauty of the jewellery.
Jones & Bone produced the photography for the campaign, as well as managing the art direction on both the editorial and campaign content. We focused on making sure the imagery accurately and effectively portrayed the essence of the brand. The editorial content demonstrated how the jewellery is worn in day- to-day life and the campaign content aimed at getting audiences excited about the collection.
Jones & Bone will continue to plan content and manage all aspects of Joumanna’s newsletter and social presence. We will suggest themes and fashion forward trends for content pieces and also produce monthly editorial photoshoots to support the written content.