Introducing radical transparency to the luxury market

Based in New York TrueFacet is an online marketplace for buying and selling new and pre-owned fine jewelry and watches. It was conceived to fill a void in the online luxury resale market: a trusted advisor offering expert appraisal with a guarantee of authenticity.

Having spent decades in the brick-and-mortar side of the business however, the founders were struggling with how to convey this idea outside of the traditional hi-touch boutique environment, in the contactless sales funnel of a web portal. The brand desperately needed to be elevated to the level of its potential customers with key messages that spoke directly to their needs and desires.

Discovery Presentation / Positioning Workshop
Positioning Scenarios
Brand Guidelines

Discovery revealed a new aspirational consumer of luxury goods; one that actively looked for education, sought out control and prized self-reward. What did they want? Radical Transparency.

Capabilities / As Strategy lead I conducted all research, composed and presented Findings, facilitated the Client Workshop, authored Positioning Scenarios, briefed Creative, oversaw Messaging and writing of the Brand Guideline.

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B2B2C | Technology | Ekso Bionics