Trubie is a special cut diamond – consumer brand, launched specifically for the Millenial generation (Gen Y). Mindseye partnered with IDD to develop the identity and a unique visual language that was ‘edgy’ while at the same time communicated the essence of the brand, had an appeal with the target audience and also differentiated from the ‘standard look and feel’ of most diamond jewelry brands. The design efforts were split into 2 workstreams – the first was communication for retailers (B2B) through a comprehensive marketing kit and the second included the actual consumer communication (B2C) including product catalogues, billboard designs, duratrans and flyers.