Zava Mastercuts - A mobile look book that turned into a brand redesign

Clay Zava, a master lapidary working from the east coast, came to me unhappy with his current agency with only a logo to his name (as marketing currency goes). A visual representation of any entity, the logo is generally the first piece of a brand to be completed, and the one he had was strong.

We began by identifying Clay's target audience

A small but highly targeted group of people expecting a certain type of luxury. It was decided this group of people needed a mobile ‘look book’ rather than a website. A mobile app was created, for both iOS and Android devices, that allowed end users to do two critical things; browse the stones available and quickly contact Zava Mastercuts to purchase said stones. 

The app is full of big, beautiful photos and minimal text, letting the product speak for itself. The bright color scheme echoes the variety of the stones, and is specifically pulled back on certain pages to lend emphasis to the stones. 

Clay loved the app and was excited to use it as a promotional tool for one of his biggest trade shows of the year, the Tucson AGTA Gem Fair, which was right around the corner. He decided that he wanted a small marketing campaign built around the app, so I put together a couple of mailers for this purpose, as well as setting him up with a MailChimp account that I preloaded with a couple of email campaigns. He was then able to add his targeted mailing list and manage his email blasts fairly easily. MailChimp is great that way.

At this point Clay realized that he was out of his old business cards and would need new ones, perfect timing to continue the new look of his forming brand. I put together a couple of options for his review as well as a new invoice sheet for the AGTA show. Once he chose the style he loved, we ordered cards for him and his staff at the show. All of the print work that I've ordered for Clay has been with Moo.com. I've found that their quality is exceptional and they are fun to work with. 

A couple of months after the show Clay decided to take the step to sell his work online. Previously only selling his creations on a face to face and highly personal level, the possibility of opening his work up to a whole new market was exciting. We talked about how he wanted his work presented in this medium; his vision was of a darker interface with river rocks and gemstones.