Gioia, a fine jewelry and gifts boutique in Seaside, Florida, was the sister store to Destin Jewelers, a long-standing client of The Idea Boutique with a relationship spanning over fifteen years. Lisa Peters, the owner of both boutiques (now merged to form The Jewel in Grand Boulevard Town Center), has a gift for buying unique and beautiful pieces of jewelry, accessories, and home goods that you can’t find anywhere else. Gioia had its own identity—a fresh, minimalist approach in its design and products. The storefront was getting lost behind trees and an outdoor seating area in Seaside, Florida, which made it intimidating for customers to walk past the imaginary threshold into the front door. Our team worked its “branditecture” architectural magic to design chic storefront awnings that would make a statement to combat these obstacles and draw in more foot traffic. We also refreshed the store’s logo, and the combined look embodied a luxurious European storefront.

From logo to signage to product selection, your brand is always being monitored; and if one element is incongruous, the consumer will know, even if only on a subconscious level. Since the name Gioia translated from Italian means “joy,” our branding moniker built a campaign themed around the name of the store called “Choose JOY!” When someone goes shopping for jewelry for themselves or as a gift, it is usually a happy, fun, and joyous experience. We played on the innate emotions that transpire when shopping for jewelry. Our print campaign was photographed in the beautiful town of Seaside, one of the first New Urbanism communities in the country. It was a creative director’s dream. From purple walls to the Gulf of Mexico and trendy Airstream food trailers, the shoot was full of summertime fun and much more.