Midi34 is a Quebec-based company specializing in minimalist jewellery designed and assembled in Quebec City. In business since 2017, the company uses high-quality materials and offers several collections. Imédia was tasked with refreshing its brand image, creating a graphic platform and packaging, establishing photographic artistic direction, and redesigning the online store.
Midi34
Midi34 believes that each piece of jewellery has its own story and moment in time. Inspired by the founder’s personal narrative, the brand needed to adopt a unique visual universe. The new design builds on established foundations and is a blend of classic and contemporary elements. Rooted in black and white, the brand allows for greater flexibility in the artistic direction of its collections. The modernization of the logo incorporates typographic evolution that reflects timeless simplicity. The colon punctuation marks are used as graphic elements and serve as symbols within the platform, referencing time in digital format, a fundamental element of the brand’s essence.
The transactional website was revamped to align with the brand refresh, enhance perceived visibility, and streamline the shopping journey for users. Navigation is minimalist and intuitive, while oversized photos highlight the jewellery more effectively. Collection pages feature inspirational direction to contextualize the products, adding significant value for consumers who identify with the brand. The images are shoppable, enhancing the shopping experience with interactivity.
This refresh was necessary due to the expansion of the jewellery offerings over the years, aiming to appeal to an inclusive clientele.
The rebranding also included digital campaigns and social media actions. Google Ads digital campaigns yielded an average return on investment of 550% in the first year of advertising distribution.