Inoveo Platinum
Platinum, At Its Very Best
BRAND STRATEGY • NAMING • BRAND IDENTITY • VIDEO • WEBSITE • TRADE SHOW EXPERIENCE
Challenge
Platinum Guild International (PGI) exists to create demand for platinum in the jewelry industry and inspire manufacturers and consumers through the beauty and durability of the metal. After a global agency search, Willoughby was selected to create an ingredient brand designed to increase awareness and penetration of platinum in the North American jewelry market.
Solution
We started with a deep dive to understand more about this new platinum alloy and its purpose to inform a strategic brand roadmap. We also considered key capabilities of the alloy and applied best practices for ingredient branding. The work included strategy, naming, voice and a comprehensive brand identity system.
Result
The industry brand launch garnered significant media buzz in trade publications and PGI received significant inquiries from manufacturers interested in testing the game changing platinum alloy.
Naming
Endless possibilities. Enduring beauty. “Inoveo” is a created word that speaks to the expanded capabilities that come from this unique ingredient brand. The name combines ideas of status and quality with a distinct focus on technology and innovation.
Inventing an Ingredient Brand
Ingredient branding is built around a component or material that is branded as a separate entity. It requires a strategy that can be applied seamlessly across a category ecosystem. While this type of brand requires education and consistency to be effective, it can create long-term value and become a significant differentiator in the market.
A Branded Experience Designed To Captivate An Industry
The Inoveo Platinum brand was introduced to the jewelry industry with a dynamic and sophisticated story to inspire trust and conversion to the metal. The brand was unveiled through a premier jewelry industry trade show experience featuring an entrance takeover with a 90 ft. video installation.
Brighter, stronger, more versatile and wear-resistant. Inoveo Platinum represents an industry first and the beginning of a precious metal revolution that is building momentum with the support of a strong visual brand story.
