Guillaume Brière
BirksIconicCollectionc_01.jpg

Birks Iconic Collection

Guillaume Brière - Creative Director - Birks Iconic Iconic Collection - Maison Birks

 

Birks Iconic Collection

Birks Group
Agency: Bookmark Content

The Birks Iconic Collection is all about individuality. Created to highlight the stackable aspect of the rings, this graphic series was originally conceived for 1879 Maison Birks magazine. Afterward, it was used as the creative for the brand’s international integrated campaign, featured in markets from Canada to the U.K.

 
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 
 

COLLAGEORAMA
It’s crucial to me that the concepts I propose to my clients align with current trends, which is why I’m always researching and gathering creative data. I noticed Surrealist collages everywhere, from fashion house advertising campaigns to beauty brands’ Instagram feeds, so I decided to build a concept around this idea.

 
 
 
 The moodboard: CollageOrama

The moodboard: CollageOrama

 
 
 

COLOUR BOND
From the beginning I wanted a bold and pure colour palette. When I came across the painting ATLAS (pink) by artist Santiago Picatoste at Art Toronto, I knew instantly it was the right vibe for the project. Inspiration is everywhere.

 
 
 
 ATLAS (pink) by artist Santiago Picatoste inspired the colour palette

ATLAS (pink) by artist Santiago Picatoste inspired the colour palette

 
 
 

LAYERS OF LOVE
I came up with the idea of creating layered and energized compositions of hands and rings. Following the sketches, photographer André Doyon shot everything separately, and then I cut the different elements from the originals and pasted everything back together. I’m always impressed when the final product ends up being so close to the original idea.

 
 
 
 The sketch (left) for the Birks Iconic concept and the original photo pre-collage (right)

The sketch (left) for the Birks Iconic concept and the original photo pre-collage (right)

 
 
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 
 Birks Iconic Iconic Collection - Creative Director and Art Director Guillaume Briere (Montreal and Toronto) - Jewelry and hand photography in an collage style - Bold and Graphic Concept
 

Contributors: André Doyon; Elfi Lemieux; Rodeo Production