Brand identity · Logo · Website · Marketing strategy
Chris spent two years setting jewels for Cartier in Geneva before opening his own workshop in Annecy. He had the craftsmanship — he needed a brand to carry his story to the people he wanted to reach.
The Project
Chris is an independent jewelry setter (« sertisseur ») based in Annecy, restoring and setting precious stones for individuals and professionals. Trained at the École Provençale de Joaillerie and seasoned on Cartier pieces in Geneva, he opened his own workshop on craftsmanship, transparency, and human connection. He came to me with a clear ambition but no visual identity, no website, and no way to communicate it.
Scope: brand identity & logo design • website design • marketing strategy • Visit cards.
Serti par Chris
Christophe Koeut (France)
2025
Intentions & Strategy
Chris’s positioning had to hold two things at once: the quiet precision of high jewelry, and the warmth of a craftsman who works for real people. His brand promise « giving authenticity back to your jewels, with heart and precision » guided every decision.
We anchored the identity in a « quiet luxury » register: deep navy, warm terracotta, and soft gold, evoking trust without ostentation. Two audiences, two voices: an emotional message for private clients, a credibility-driven one for professional jewelers. Instagram became the visual heart of the brand, LinkedIn the trust-builder, the website the place both audiences land.
Deliverables
- Full brand identity: logo, color palette, typography, and brand declinations with brand board and guidelines
- Business cards
- Showcase website → Visit www.sertiparchris.com
- Written communication strategy (positioning, targets, key messages, channels)
The Objectives
- Build a visual identity that feels modern, refined, and artisanal
- Design and launch a showcase website
- Develop a communication strategy reaching private clients and professional jewelers
- Position Chris as a trusted, local reference in artisanal jewelry setting
- Lay the groundwork for long-term, word-of-mouth community growth
Creative & Conscious Process
Visual identity
A monogram built from Chris’s initials in a single continuous line, echoing the fluidity of setting work itself. Deep Night navy, Spiced Sienna, and warm gold, grounded by Coffee and Sand neutrals. Cormorant Garamond for elegant titles, Lato for clear body text with declinations for avatars, stamps, and badges.
Website
A clean, image-led site in four simple paths: home, expertise, portfolio (before/after), and a personal « about » page in Chris’s own words. The jewelry and the craftsmanship speak first.
Voice & tone
Written with a gentle, sincere register: nonviolent communication, no pressure, no urgency. The goal was to let Chris’s own warmth come through, and respect the reader’s freedom to look, learn, and decide in their own time.
Eco-conscious design
The logo and business card were kept minimalist: a sober, elegant tone, and less ink at print. For the website we used system fonts with compressed imagery, light layout and minimal plugins: a leaner site that’s faster and lighter on resources.
Content & marketing strategy
A strategy built around two audiences and three channels: Instagram for before/after and workshop moments, LinkedIn for professional trust, Facebook for local reach. Plus a Google My Business presence and reusable templates for visual consistency.
Client Testimonial
« Guilaine didn’t just create my visual identity and website: she truly understood my world and my values. Her sensitivity and attentive listening brought to life something that deeply reflects who I am. Browsing my website, you can truly feel all the intention she poured into it. A big thank you for this creation. »
Christophe Koeut
www.sertiparchris.com