A thorough brand audit was conducted, studying the history and journey of Gems Mart Jewellers, its relationship with its customers and its plans for the future.

Some key insights that were acquired through this process gave rise to the tagline "The Family Jeweller". It helped establish the values of trust, quality, and the warmth of family ties as the core values of GMJ.

The monogram logo is the signature of the GMJ brand. The monogram takes inspiration from tradition and heritage, while also taking cues from modern aesthetic sensibilities present in the jewellery crafted by GMJ.

The rounded frame forms a very recognizable element of GMJ. This element may be used to frame images and text combined with the decorative gems to make marketing materials immediate recognizable.

Variations on the rounded frame and additional graphic elements such as patterns and dividers combine to enable a near infinite range of possibilities to present the brand across different media, while still maintaining maximum recognizability.

A detailed guidelines manual was created that defined the rules for using the logo, colours, typography, layout and graphics for consistency in the presentation of the brand.

All the brand elements were also uploaded to Canva in a user-friendly format to enable the business owners to generate branded assets easily at their convenience.