Part of the brand building for Domino, as well as giving a distinct and common style to product brochures, was to develop a photographic style of the handcrafted and manufacturing process within the organisation.
The reason, to reinforce that the product is created and crafted, within the UK. This in turn gives the retailer and their consumer the comfort that they are purchasing, ethical and quality fine jewellery. A unique fly on the wall reportage style was developed that showed real people, portrayed in a gritty and real-life situations. A complementary contrast to the product photography that has to be sharp and flawless.
The outcome is a style that looks real and gives the product a sense of value and worth, by focusing on the pride and detail of the craftsmanship, that goes into producing these fine ranges of rings, neckwear, earrings and bracelets.