Challenge
Everybody is putting hearts up.
Everything heart shaped is in great demand on the day of love. So much so, that it runs the risk of losing all meaning. For Valentine’s Day 2024, how can we take the cliched heart motif to the next level?
Approach
The difference in the similarities.
To make something stand out as different yet acceptable it needs to have hints of familiarity in the difference or vice versa. We took the banal heart motif typically associated with Valentine’s Day and gave it a do over that would match the De Beers standards. This meant elevating the overworked aesthetic associated with the day of love to be worthy of being displayed beside the Forevermark logo.
Solution
The great red thread.
Apart from stepping it up with origami hearts that look like diamonds, the window display is based on a story from Chinese mythology. According to this myth, two people connected by the red thread of fate are destined lovers regardless of place, time or circumstance. The red ribbons here connect the heart with the Forevermark as a symbol of love, commitment and trust.
