For much of its history, although with interruptions at various points, Herff Jones has been the official supplier of the class ring to the United States Military Academy at West Point. In 2020, I was tasked with updating the ring catalog that we provide to cadets to detail all the options. Cadets are required to purchase a ring, although they receive an allotment to cover the cost of a standard ring. But they have the option to customize the ring in dozens of different ways, and many cadets do. Due to USMA schedules and when cadets have to place orders, this catalog had be designed well in advance of when it would be distributed.
The previous iteration of this catalog was created by staff at our jewelry plant, rather than our team in marketing. While the content was correct, the style of the piece need to be completely overhauled. Chronicle Display, the serif in our stable of brand fonts, was chosen for headers to help convey a feeling of elegance and tradition. The black and gold color scheme came from the USMA, but I elected to saturate a few chosen pages in black to provide strong and striking contrast throughout the catalog. Jewelry just looks so good on black.
Along with the catalog, I created a cover letter and envelope for informational packets cadets would receive. Similarly, HJ held an onsite ordering event at West Point, and I also created a large number of banners and related collateral for that event. Further details about these ancillary items can be found here.
