Act III
The third and final stage of a high jewellery campaign, delivered as a 48pp printed showcase and a new photographic system for the category. With no written brief, I pitched the approach to the founder, stripped the sets back and set a lighting direction with the photographer, using continuous light through a focused head so the shadow edges stayed sharp. I produced the brochure: sequencing, pacing, typesetting, image selection, proofing and the press pass.
Cassandra Goad, 2024
Art Direction | Photographic Systems | Editorial Design | Print
Following a gifting-focused digital campaign and annual catalogue, Act III, the third and final stage of the campaign, took the form of a printed showcase.
As more and more traditionally print-based work moves online, print itself has become a much more intentional medium. I paced it slowly, ran images full bleed and approached the editorial design with restraint to allow this physical form to serve as the most appropriate way to present Act III’s high jewellery collection to clients.
Act III, print, 210mm by 270mm. Cover: Munken Polar Rough Crisp White 300gsm, 8pp, French Flaps. Text: Munken Polar Smooth Crisp White 150gsm, 48pp.
Selected spreads from Act III: 2-3, 14-15, 26-27, 34-35, 36-37 & 38-39.
I have increasingly incorporated Cassandra Goad’s Fleur de Lys icon as a subtle brand marker. In Act III I used it as both an anchor point and rhythmic cue.
From shoot styling to proof printing. By leading the campaign from pitch through to print, it meant I could make sure the final output matched the direction I’d set.
A clearer, more confident photographic language in line with the contemporary jewellery it represents.
Cassandra Goad’s high jewellery is a collection which is consistently added to over time, presented every other year in Act III. For 2024’s edition, with no written brief, I pitched a new photographic approach to the founder, designed to allow itself to be repeated as the collection continues to grow.
The clear, distinctive photographic identity I set meant guidelines could be followed as jewels are added to the collection in years to come.
Selected printed advertisements: Financial Times quarter-page and HTSI DPS.
Photographs were featured in boutique displays, seen here at the annual Christmas Party.
