ABOUT

GOALS
AngloGold Ashanti goes to great lengths to invest in the communities it operates in - indeed it is one of the company’s core guiding values.
One such initiative sought to advance jewellery design and manufacturing industries in South Africa (their home base) and Brazil using proprietary jewellery design competitions as the vehicles.
Though successful in their own right, these individual competitions were not providing AngloGold Ashanti's brand with the recognition that warranted the significant investment required.

RESPONSE
Owing to their disparate identities, and a lack of resemblance to the AngloGold Ashanti brand, the two brands were not capitalising on each others success, or benefiting the parent company’s brand as was their intended purpose. The solution was a single unified brand leveraging each competition‘s history while being bolstered by association with the AngloGold Ashanti brand.

The brand name I proposed, "AuDITIONS", conceptually explains the initiative's core concept in a single word - a competition in gold jewellery design.

Living within the luxury/couture market, the brand draws on visual aspects of the parent brand. The AuDITIONS abstract references gold, creativity and jewellery, and serves as a unique symbol transcending language barriers.

Having developed the brand, I then created its first iteration in the form of the marketing collateral for the latest South African competition chapter - Kinetic Architecture. This included the theme development, shoot direction, and all concept development, design and layout.

I also built the website showcasing finalists and winners from chapters around the world, press events, news, public relations and future competition entrance details.

OUTCOME
Building on the success of the re-brand, AuDITIONS was exported to the Middle East, India and China - entering the two largest gold jewellery markets in the world.
The Chinese and Indian competitions were later leveraged to launch diffusion ranges into the consumer retail market.