Ideal Diamond Corporation

One day over lunch, my close friend Sam Ofer asked me if I would help him reimagine the branding for his company, Ideal Diamond Corp., It felt like the natural evolution of a long-running friendship. In this business, clients often become friends, and sometimes friends become valued clients. This was one of those rare situations where knowing the person behind the brand made the work sharper, faster and more intuitive. I already understood how Sam operated, who he served, and the level of exclusivity his world demanded.

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I began with the logo and built a strong visual identity that set the tone for everything that followed. Once the foundation was in place, we moved into the website. Our Art Director, Greg Gatlin, led the creative push on the design and took the aesthetic to an entirely new level. At the same time, our copywriter, Anita Finkelstein, interviewed the Ideal Diamond team to capture the specifics of what it takes to find your “ideal diamond” and what makes their process so personal.

To round out the brand story, I personally did a photo shoot inside their private office. I wanted to show the character of their family business, the intimacy of the experience, and the craftsmanship behind every stone they source. Those images gave the entire identity a grounded authenticity and are prominently featured on the website.

Ideal Diamond Corp. caters to an ultra high-end clientele in Atlanta, by appointment only, and often serves celebrities who expect absolute discretion. My role at Atomic Wash was to shape a brand that matched that level of refinement without ever feeling overdone. We delivered a complete identity, business cards, a website worthy of their clientele, and a set of print ads and video web spots for social that carried the same quiet confidence. Those of you who know me may recognize the voiceover on the videos.

This project was a reminder of how far trust can carry the creative process. Sam trusted me to articulate the essence of his brand, and I trusted the insight that only comes from years of friendship. The final result was more than a polished identity. It was a shared win, the kind you get to celebrate with someone who has been in your corner long before the first sketch ever hit paper.