![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/137ed779-3bb7-46f9-8a31-d7e38b369363_rw_600.png?h=33c0ea34c0a50ed2f4bf6300cdd6ad60)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/deef696a-f2f7-4eb6-8e69-32babda4927b_rw_1920.jpg?h=609a3abf9707077f62c4926a1eb9ca2f)
BEFORE
AFTER
In 2020 I was tasked with the creation of a new logo for a line of Canadian Diamond Jewellery. The product's claim was clean mining and ethical sourcing from Arctic glaciers to produce diamonds with unsurpassed clarity.
In gemology, the facets (or cut) of a diamond contributes to the stone's overall brilliance, so the logomark incorporates a maple leaf in the negative space of a diamond, to form facets.
In gemology, the facets (or cut) of a diamond contributes to the stone's overall brilliance, so the logomark incorporates a maple leaf in the negative space of a diamond, to form facets.
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/8a513a9f-aa68-4b0c-bc49-252a2ac1a3ee_rw_1920.jpg?h=35dde0b8e94b6cf0514925d6244c6401)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/e7ee4e26-7724-42ad-9430-c84369cd15f5_rw_1200.jpg?h=e531bc3bcf810f9b8cdc7aa41262a0cb)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/51e294ee-1d77-4a54-8bd8-8f524a6a62bc_rw_1200.jpg?h=af66166eca40a6f1564123ed293ed16a)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/4ba18773-e204-448c-9b8a-e0728b845123_rw_1200.jpg?h=15ec4bd82397ee4a9b4d3cc0d454a2a9)
Copy: Tracy Tapscott and Susan League
Photography: Generated from MidJourney
Photography: Generated from MidJourney
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/334b642c-a0bc-4e0a-99c0-0006927921ad_rw_1200.png?h=c9590574aa91ee84735aaf81abdb331c)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/9e851df2-5771-4f5c-854c-5f58e355d3a7_rw_1200.png?h=865d83a3215b8698efbf3249648eba7a)
After the logo was in place for a while, there were very few assets in place to support the brand.
These lifestyle and product images were created using MidJourney, as swipes for a proposed photoshoot,
that would help sell the story of Arctic Brilliance Canadian Diamonds.
These lifestyle and product images were created using MidJourney, as swipes for a proposed photoshoot,
that would help sell the story of Arctic Brilliance Canadian Diamonds.
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/ea473b71-a442-472f-a6ad-36f92867bffb_rw_1200.png?h=9473649895f20301479db9f2ac077ef9)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/47c15be7-3c95-45b2-b865-de778ec0dea5_rw_1200.png?h=b78c0e1ecbcceeaa3cde60a2a88edc4d)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/e08bb5d9-5b90-4336-ad42-e9a4e4443396_rw_1200.png?h=f8aa6270673c2d698aa7ab207fccbc58)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/b067e8a9-8a77-4057-921e-b1651c9be50a_rw_1200.png?h=da0dc9a2e53f25e6cf8eae0c78fff795)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/9a6656f8-6362-44e1-b3e6-71b0b2e0a33a_rw_1200.png?h=48731b3a6070314ab1cf1a466dafecd7)
![](https://cdn.myportfolio.com/3c2ddf69cb3100a770736cae774d1924/4409c177-a183-4de8-987c-c68116b8dc98_rw_1200.png?h=e9e03a1b2a433d382859a40e42e03c26)