When CD Peacock, a renowned Chicago jeweler since 1837, saw their brand losing its premium allure, we were enlisted to rekindle their identity. Our mission was to harness the rich heritage of the brand and position it as a leading fashion-forward jeweler, appealing to modern consumers.

The rebrand TV spot for CD Peacock was directed by Richard Phibbs at Chicago's iconic Wrigley Field. CD Peacock is the official jeweler of the Chicago Cubs.

I shaped CD Peacock’s brand messaging to reflect its deep history of excellence. The relaunch campaign spans TV, Print, Digital, OOH, Point-of-Purchase, and Social. The copy aims to dismantle the perception of jewelry as intimidating and instead position it as everyday fashion. We present CD Peacock as the purveyor of fashionable jewelry that allows customers to express their individual stories.