From unfashionable and traditional, to desirable and stylish – the World Gold Council wanted to change how young people viewed gold jewellery. So in 2013, AKQA launched LoveGold. A brand created to redefine gold jewellery, and rewrite the rules on how it is portrayed for a style-conscious generation. It's mission: to celebrate the best that gold can be, through stories of authentic beauty and creativity. Role: Design Director, ACD.
Credits: Creative Directors: James Hilton, Tiina Björk, ACD: Kerry Robinson, Client Services: Bonnie Boodram, Tech, Matt Elwin, Art Director: Vincent Tavano, Senior Designer: Tim Cleary, Designers: Mitchell Pearce, Jessica Morlid, Copy writer: Jennifer Wilkins, UX: Rob Chalmers, Zac Best.