Inoveo Platinum Hails Willoughby Design as Agency of Record

As it makes waves in the jewelry industry, up-and-coming alloy ingredient brand Inoveo Platinum has officially listed branding agency Willoughby Design as its new agency of record. 

The agency was first approached in 2023 by Platinum Guild International USA (PGI USA), Inoveo's parent company, when it was tasked with naming, strategy, and taking care of the brand's design identity. 

PGI USA VP of Marketing Rebecca Moskal explained the company's decision for partnering with the branding agency, saying that Willoughby quickly rose to the challenge and stood out against its competitors.

She added that this was due to its "unique, holistic approach to branding, willingness to learn about the specifics of our business, and clear desire to be a partner on this exciting journey."

Regardless of industry, it’s challenging for businesses to stand out based on product or service quality alone. Many organizations struggle to be seen, which makes branding more important than ever.

Behind the Work

Willoughby Design played an integral part in building Inoveo Platinum from the ground up, developing its brand messaging, making its design assets, and collaborating with the brand for its rollout. 

In a nutshell, its goal was to introduce the brand to the jewelry market through a brand launch that would catch the eyes, inspire trust, and bring conversion to the metal. 

Katy Briggs, Managing Director at Willoughby, shared her thoughts on the makings of Inoveo's brand identity:

"Ingredient brands are special and require a strategy that can be applied seamlessly to all stakeholders. For us to be engaged to develop the naming, identity, and launch of an ingredient brand is right in our wheelhouse but not something that comes along every day — truly an unprecedented opportunity. The brand was designed to live at the intersection of innovation and luxury."

The Launch of Inoveo Platinum

Inoveo Platinum officially entered the jewelry industry in May with an activation that took place at the JCK Las Vegas Trade Show. Its efforts, with the help of Willoughby, included a hallway takeover and a 90-foot video installation. 

The design agency will continue its work with PGI USA as it aims to increase awareness in the North American market and establish retailer and designer partnerships through Inoveo Platinum.

"Working with Willoughby for the better part of a year has been an incredible experience, with their team exceeding expectations and truly setting the bar for strategic thinking and brand building," PGI's marketing VP concluded.

 

 

 

 

 

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Willoughby Design's outstanding work was already featured on DesignRush in late 2023. At the time, the campaign for HEART & SOUL’s packaging design emphasized superb frozen veggie quality by displaying fresh-looking, realistic images of vegetables.