LAUREA

Jewelry you can trade like gold

Laurea designs elegant 24k gold jewelry that works like bullion: an investment, easily trackable through an online jewelry portfolio, that owners can sell back, trade up, or exchange at any time for the current value, all through Laurea's website. Ruckus led the brand audit, identity, packaging, photography, videography, website development, and ongoing marketing.

Luxury and finance, believable at once

Laurea needed to communicate a unique value proposition while maintaining luxury and elegance, portraying complex concepts like gold trading while still feeling like a premium experience. It was critical that the audience understood Laurea as both a luxury jewelry brand and a stable financial investment, not one or the other.

An audit, then a story built from what it found

Ruckus's brand audit analyzed direct competitors and related industries, in this case financial investment platforms, and uncovered an untapped audience: consumers with the money to spend on jewelry who didn't like the fast fashion sometimes associated with the industry. Research found that describing pieces as portable assets and wearable art could marry art and finance, in a minimalist look that suits both men and women.

Three themes came out of the audit, transparency, the financial aspect, and extravagance, and they anchor the brand's messaging at virtually all times. Ruckus developed a mission statement built around harnessing gold's rich history and enduring properties for investment-worthy jewelry, a logo that gives classic design sensibilities a modern twist, and brand guidelines covering the business essentials.

Packaging had to feel personalized, dramatic, and well thought out. Every product includes a custom-made book covering care, maintenance, and the value and history of gold, an education card, and cutouts so everything has its place. Ruckus visited dozens of materials vendors before finding materials that felt organic and high-end while staying mindful of budget.

Four stories, seven production days, one visual language

Ruckus Studio built the campaign around four ideas: gold as a natural element, gold as a luxury, gold as inherently valuable, and gold as implicitly valuable. Those statements became four distinct stories for different audience segments, storyboarded shot by shot before a camera was ever set up, and cast through a call that drew models from across the country.

Locations told the brand story too: a fashionable New York apartment, a lush forest underlining the natural elegance of gold, and a historic bank vault for edge and luxury. Seven production days across four locations yielded four long-form fashion films, fourteen videos in all, and more than 220 photos, a pool of evergreen content built for the website and marketing campaigns alike.

A pricing engine linked to the price of gold

The website had to communicate Laurea's uniquely transparent approach to pricing in an intuitive, elegant way. Ruckus built a dynamic pricing engine tied to the real-time price of gold: jewelry is bought, sold, and traded by the gram, customers lock in the current price of gold at checkout, and grams get cheaper the more you buy. A portfolio page shows customers the value of their holdings.

Ongoing marketing followed launch, with organic social campaigns like Liquid Luxury and Glimpses in Gold pairing rich media with educational, infographic-style content on how the investment component of the business works. Ruckus produced all the graphic design and copywriting behind the plan, and sales have come in since the launch of the business.