THE GREATEST GIFTS SO MUCH TO DISCOVER AT THE J
The Greatest Gifts celebrates the deeper meaning of giving during the holidays while showcasing the breadth of gifts available at JTV. The phrase “the greatest gift” refers to something especially valuable, meaningful, or precious. While material gifts can be wonderful, the phrase often evokes intangible gifts such as love, life, time, and peace—all beautiful sentiments to connect with the holiday season and the spirit of giving. At the heart of Christmas is the Christian belief that Jesus and eternal life are God’s greatest gifts to humanity, providing a meaningful spiritual connection to the season. “Greatest” also suggests best and biggest, which ties directly to the visual execution of the campaign, including oversized props and larger-than-life elements designed for photography and videography. TAGLINE The tagline “So Much to Discover at The J” communicates the incredible variety of gifts available at JTV while introducing “The J” as an informal, playful shorthand for JTV. It reflects the familiar language shared among JTV friends and family, as well as our broader community of jewelry lovers. Usage of the phrase “at The J” or simply “The J” will include scripts, host talking points, body copy, bugs, graphics, gift tags, and other campaign elements.
LOGO
COLOR PALETTE PRIMARY
SECONDARY
FONTS DESERT DREAMS
RUMBA
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuywxyz 0123456789
ABCDEFGHIJKLMNOPQRS TUVWXYZ Abcdefghijklmnopqrstuv wxyz
Headers 24pt or larger All Caps
Campaign tagline Subheads upper/lower
GOTHAM EXTRA LIGHT & BOOK ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuywxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuywxyz 0123456789
Body copy Upper/lower
OVERSIZED PROPS
PACKAGING COLOR PALETTE TIES IN WITH EXISTING BLACK BOX WITH SILVER LOGO AND RED HEART
LIFESTYLE PHOTOGRAPHY
PRODUCT PHOTOGRAPHY