Contributed by Russell Holmes of London-based ico Design Partners.
Mark Milton is a respected figure in the jewellery business with over 30 years experience and expertise. He approached ico having recognised the need to build his business online and shift the focus from selling wholesale to marketing directly to the consumer. Working closely with an independent industry expert, the product offer was edited into a series of discerning collections. This theme of careful curation is one that runs throughout the brand.
The visual identity conveys an understated elegance — demonstrated on items such as gift packaging, publications and window displays. A pattern was developed that references gold filings, and a deep red was chosen as a sophisticated accent colour. To further emphasise Mark’s role as both curator and creator an ‘MM’ monogram provides a personal endorsement on each piece of jewellery.
Brand photography shows the products as worn by models, and a series of carefully art-directed still-lifes celebrate the jewellery as beautiful curated objects. Combining these with an editorial blog puts industry expertise at the heart of the brand.