Lynton Master Jewellers
SOCIAL MEDIA &
BRAND GUIDELINES
SUMMARY
2. TARGET AUDIENCE
3. BRAND IDENTITY
4. GRID IDENTITY
5. CONTENT THEMES
6. MONTHLY SCHEDULE
7. CONCLUSION
SUMMARY
OVERVIEW
This document serves as a comprehensive guide for developing Lynton Master Jewellers' social media presence and brand identity. The goal is to elevate Michael Lynton’s unique artistry in bespoke jewellery through engaging content on social media, thereby expanding the business's online presence and driving sales.
OBJECTIVES
To enhance brand visibility and drive sales by creating a structured content strategy for social media platforms.
OUTCOMES
Establish a polished brand identity, generate engaging social media content, and foster engagement with target audiences.
2. TARGET AUDIENCE
DEMOGRAPHICS
Age: 25-55 years old
Gender: Primarily female, with male customers looking for custom engagement rings and gifts.
Location: Urban areas, particularly in and around London, but also targeting an online, global audience.
Income Level: Middle to upper-middle class, with disposable income for luxury and bespoke items
PSCYCHOGRAPHICS
Values: Our audience values quality, craftsmanship, and personalised pieces. They appreciate artisanal craftsmanship and seek products that reflect their individuality.
Interests: They are interested in fine arts, fashion, and unique pieces. They often share their finds with friends and family, and value storytelling in their purchases.
Buying Motivations: They are seeking meaningful gifts for special occasions, self-expression through unique jewellery, and a desire for items that reflect personal stories and experiences.
3. BRAND IDENTITY
BRAND STORY
Michael Lynton’s legacy is built on craftsmanship and tradition. His bespoke jewellery reflects a deep understanding of artistry and an unwavering commitment to quality.
BRAND VALUES
Artistry: Showcase the artistic side of jewellery making, blending traditional techniques with bespoke designs to create unique, meaningful pieces.
Craftsmanship: Commitment to delivering exceptional quality and detail in every piece, ensuring that each creation is dedicated to the art of jewellery making.
Authenticity: Emphasis on high-quality materials and transparent processes, building trust with clients through honesty and integrity.
Personal Connection: Building lasting relationships with clients, creating bespoke pieces that reflect their stories and resonate with their emotions.
BRAND VOICE
Tone: Warm, inviting, and personal. Aims to evoke feelings of nostalgia and connection, emphasising the stories behind each piece.
Language Style: Uses storytelling techniques that resonate emotionally with the audience, incorporating personal anecdotes and descriptions of craftsmanship to create an intimate connection.
4. GRID IDENTITY
SOCIAL MEDIA GRID
The visual identity of Michael Lynton's brand will reflect luxury, craftsmanship, and authenticity. The Instagram grid will serve as a curated showcase of Michael's unique artistry, balancing sophistication with a personal touch to attract an audience that values artisanal quality and bespoke creations.
The aesthetic will center around luxurious yet approachable visuals, highlighting the bespoke nature of Michael's jewellery. Each post will draw viewers into the craftsmanship, showcasing intricate details while establishing a personal connection with the audience.
The Instagram grid will follow a cohesive visual flow, natural textures like wood and stone will complement the aesthetic, adding an authentic and organic feel to the overall presentation.
PRIMARY COLOURS
#015d52 | Blue Stone
A rich, emerald green that evokes luxury, nature, and the allure of gemstones.
#082567 | Deep Sapphire
A regal, rich blue that exudes sophistication and exclusivity.
#8b6f47 | Shadow
A warm, earthy brown that symbolises heritage and craftsmanship.
SECONDARY COLOURS
#d4af37 | Old Gold
A timeless, luxurious accent that symbolises opulence and sophistication.
#f6f7ec | Ecru White
A soft, clean neutral that creates balance, providing a crisp and minimalist backdrop.
#333333 | Mine Shaft
A deep, charcoal grey that adds contrast and modernity, and feels organic.
5. CONTENT THEMES
CRAFTSMANSHIP & TECHNIQUE
Highlighting the craftsmanship behind each piece is key to showcasing the unique value of Michael Lynton's work. Content will feature close-up videos and images that reveal the intricate techniques used in the jewellery-making process. These reels will focus on the tools, materials, and traditional methods that set Michael's creations apart.
Example Content Ideas:
Insights into the tools and materials used, explaining their significance in the jewellery-making process.
High-quality process videos showcasing the making of jewellery, highlighting techniques and materials to foster appreciation for craftsmanship.
STORYTELLING & HERITAGE
Storytelling is central to Michael Lynton’s brand, where heritage and tradition play a key role. Social media will focus on sharing the rich history behind each piece, Michael’s personal journey, and the legacy of traditional jewellery-making techniques. This content will connect the craftsmanship to deeper emotional and historical narratives.
Example Content Ideas:
Reels highlighting the history behind traditional techniques Michael uses.
Stories from Michael’s early career and his experiences in Hatton Garden.
EDUCATIONAL & INFORMATIVE CONTENT
Educational content will position Michael Lynton’s brand as an authority in bespoke jewellery by sharing valuable insights about craftsmanship, materials, and the jewellery-making process. This content aims to engage followers by enriching their understanding of the art and science behind each piece.
Example Content Ideas:
Conversations with other jewellers or industry experts, discussing materials, techniques, and trends, to offer expert insights and enhance credibility.
Tips about different gemstones, their properties, and how to care for jewellery.
FINAL PRODUCT SHOWCASES
A key component of the strategy will be showcasing the final products. High-quality images and videos of completed pieces will be shared regularly, capturing the details and craftsmanship that make each item unique. The goal is to make each post feel luxurious, refined, and personal, allowing the audience to see the final transformation.
Example Content Ideas:
Styled product shoots featuring the jewellery in natural light and neutral backdrops.
Reels featuring slow-motion videos of the jewellery in different angles or worn by models.
6. MONTHLY CALENDAR
FILMING SCHEDULE
Frequency: 4 filming sessions per month (2-4 hours per session)
Example topics for week one:
Craftsmanship & Technique Focus
Reel 1 (Process Reel): A step-by-step video of the creation of a jewellery piece, from sketch to finished product.
Reel 2: A slow-motion reel showing Michael handcrafting a delicate element, like engraving or setting a gemstone, with a voiceover explaining the precision and skill required.
Carousel: Photos capturing the different stages of the jewellery-making process.
Post 1: A photo of Michael at his workbench, accompanied by a caption sharing insight into the process.
Post 2: Close-up shots of tools and materials with a description explaining their purpose.
CONTENT DELIVERY
Deliver approximately 5 pieces of content per week, ensuring a diverse mix of formats, including videos, images, and carousel posts. This variety will maintain audience engagement and allow for different storytelling methods, spotlighting craftsmanship, personal stories, educational insights, and product highlights.
FORTNIGHTLY MEETINGS
Hold a meeting every two weeks to discuss progress, review captured content, and gather feedback on audience engagement. During these meetings, we will also plan upcoming filming topics and adapt our strategies based on what resonates with the audience. This collaborative approach ensures that we remain responsive to audience preferences while effectively showcasing Michael's jewellery.
7. CONCLUSION
As we begin this journey to promote Michael Lynton’s bespoke jewellery, we’re not just showcasing beautiful pieces; we’re sharing a heartfelt story. Our content strategy will help us highlight the craftsmanship, stories, and techniques behind each piece, allowing us to connect with our audience on a personal level.
By regularly filming and creating diverse content, we’ll capture the essence of Michael’s artistry and invite his followers to appreciate the skill and passion that goes into his work. Our goal is to create authentic, engaging content that reflects the authenticity of the brand while fostering a community around it. We aim to not only showcase the jewellery but also honour the rich heritage and dedication behind it.
“My team and I are genuinely impressed with your work. It’s truly beautiful & you’ve done an excellent job.”
- ACT Historic Places
THANK YOU.
Presented by Jessica Seignarack
Founder | Producer
email
jessica@twothirtyfive.co
telephone
(+44) 7440 218671
Copyright © 2024 twothirtyfive. All rights reserved.
Images and ideas presented herein are the exclusive property of twothirtyfive and may not be reproduced or used without permission.