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Rebranding DTC (Diamond Trading Company)

DTC is a leading diamond manufacturer with over two decades of experience. The company carries the most extensive inventory, from 0.20 to 20 carat diamonds in all shapes and sizes.

The process

Facet by facet


DTC is a major industry exemplar that had no unified corporate style. Their clients are diamond wholesalers who rely on DTC for leadership, exceptional service, and high quality gems. The old flash website couldn’t offer a good mobile experience, didn’t clearly present important information, and lacked integration with an inventory back end.


  • Strengthen the logo, utilizing established motifs
  • Stationery and marketing must radiate elegance
  • Clear messaging for print ads
  • Functional and user-friendly website
  • Brand new mobile web application
  • Booth design to allow for ease of setup


Starting with an improved logo, we carried the unified corporate style across all stationery and marketing materials. The website, a central part of the project, further reinforced DTC’s redesigned identity. We overcame the challenge of linking an inventory system to the new website with an interface that loads quickly, while remaining cross browser and cross device capable. Launch website

color palette

The beauty, strength and formality of diamonds
are reflected through a range of hues

New corporate typography

The new typeface has a likeness of a precision cut

Redesigned logo

It is about diamonds after all

Website design and development

A seamlessly integrated inventory system
is the real treasure behind the corporate showcase

Business cards

The idea of a keepsake makes these cards
functional and valuable


Orderly and elegant design


We made sure such a letter would be a pleasure to receive

Magazine advertising

Strong photography balanced by concise messages

JCK Show, booth design 2013

Jewelry industry’s premiere Las Vegas event

Mobile UI design

An online store tailored to the mobile customer

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