The experts at The Gemological Institute of America have graded some of the most famous gems in history—the Hope diamond, the Idol's Eye, the Taylor-Burton, and the Dresden Greenbrier.  They also grade every day diamonds with just as much passion and expertise. I was tasked with creating a global campaign for their USA, China, and India markets that would be recognizable, increase brand awareness, and draw you into the GIA-graded diamond. This campaign focuses on the emotional reaction to a proposal with real and candid photography. The images are cohesively tied together with a navy overlay and a unique design treatment focusing one of the 4Cs: the cut of her diamond. The design treatments are an identifiable platform to elevate the global GIA brand.