Oscend partnered with Rafahiya Jewelers, the high end brand of 925 silver jewelry, to develop a brand image of being elegant, crafted and all-time beautiful. All the details, including the logo design and color scheme, typography and visual resources, were carefully designed to emphasize the attention to detail and craftsmanship of the brand. Oscend used a unified tone of voice to convey a sense of sophistication, trust, and exclusivity in the digital medium and marketing materials. The visual narrative was used to demonstrate the complex designs, high quality materials and portable artwork of the jewelry collections of Rafahiya. Assets (websites and social media) were geared towards engagement where products would be displayed in a manner that would inspire desire and enhance the shopping experience. The objectives of campaign strategies were to promote brand recognition, enhance brand loyalty and to establish Rafahiya Jewelers as a leader in 925 silver jewelry. The outcome is a unified, high-end brand image that appeals to discriminating customers and characterizes the artistry of each piece.