The logo, name card and eventual web design took on the aspirational motifs the fusion of the Art Deco movement envisaged. The aim was to reinforce a brand image of elegance, femininity, strength and endurance. From the original logo, Letter of I & M is designed to symbolise glamour, timelessness, unity and sits atop a classic serif typeface. The silver mirror finish on the name card reflects the cool sparkle of a diamond; the stark, clean whiteness on the reverse imparts a striking yet soothing contrast. The website takes on the shine of a luxury catalogue in which the visitor can flip from page to page looking for the perfect jewelry.