UK's enduring leadership in luxury

For Cudoni’s Queen’s Platinum Jubilee campaign, I crafted a week-long social media push celebrating the platform’s British heritage, perfect for a company selling over 1,000 luxury brands. The idea was to spotlight Britain’s top-tier fashion names, reminding the world of the UK’s enduring leadership in luxury. Running across Instagram and the Cudoni website, the campaign zeroed in on British brands, steering clear of tired clichés like flags or crowns. I dove into research, uncovering the crown jewels’ 10,000+ gemstones as a symbol of royal richness, each unique in shape, size, and color. That sparked the vision: a bold, product-driven design that paired vivid visuals with a subtle nod to the Jubilee, aiming to boost engagement and drive traffic without feeling overdone.

The art direction leaned on a refined color palette, red, white and blue for national pride, plus white for purity, gold for wealth, and purple for royalty, mirroring the Royal Family’s essence. I sidestepped the obvious and drew inspiration from a photo of the crown under a spotlight, its jewels casting sharp, triangular reflections. This became the campaign’s design pattern: dynamic, gemstone-like shapes that framed product photography, letting brand names pop while echoing the Jubilee’s elegance. The result was a visually striking series, clean yet festive, that balanced graphical flair with a focus on the luxury goods. It was all about making the products shine, pulling viewers in for a closer look and a click through to the site, celebrating British craft with a modern twist.