Identity Strategy

Communication strategy and advertising campaign for the 585 Zolotoy chain

Following the rebranding and development of the identity for the 585 Zolotoy jewelry chain, the studio also crafted communication and creative strategies for the company. The primary goal is to convey to users the idea that 585 Zolotoy is a brand that values women and provides them with an opportunity to feel their worth.

The key message in the communication strategy is: “Give gold—give value.” It is utilized across all channels and at all levels of communication.

585 strategy grid new

The teaser campaign kicks off with a crucial question: “What does a woman want?” Real female buyers provided answers during the conducted research. The result is materials that immediately convey that behind purchases and gifts lies something truly important: deep relationships and values.

585 strategy posts new

The active yet not overly flashy advertising is adapted to various formats.

585 strategy ad new

When a woman feels her importance, she is content and happy. This state inspires a man, soothes a child and overall strengthens the family. It all begins with a gift to a loved one, and in the end, kindness and warmth are spread to everyone around.

585 strategy ring

art director


creative director

account manager

project manager

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