HALSTEAD STUDIO
Research, Branding, & Videography | 2023
HALSTEAD STUDIO
One of Halstead’s main goals is to provide jewelers with education related to jewelry making, studio operations, and business resources so that they can run a successful business.
After the Jewelry Business Forum & the Jewelry Business Plan Toolkit, the Halstead Studio was the most recent outreach program created by Halstead to fulfill that goal. Whereas the Forum and Toolkit were broad and covered many topics, the Studio was meant to cover one subject, such as Permanent Jewelry, from ideation to rollout.
CONTRIBUTIONS
Logo & Branding
Social Media Design
Print & Event Graphics
Content Creation
Photography & Videography
PROGRAMS UTILIZED
Zoom Events
Illustrator
InDesign
Photoshop
Premiere Pro
After Effects
COLLABORATORS
Janelle Hinesley – Sr. Graphic Designer
Kelli Greene – Manager
Ashley Maldonado – Digital & Email Marketing Specialist
Sylvie Alusitz – Studio Coordinator
ABOUT
HALSTEAD
Halstead is an eCommerce jewelry supply firm that caters to both large and small studios in every facet of the jewelry industry (pun intended). Halstead believes in the power of small businesses to support hard-working families who want to live life on their own terms. Small business drives our economy and the American dream for many entrepreneurs. We know how tough it is and we respect the tenacity it takes to build a jewelry studio. We endeavor to be an advocate and indispensable supply chain partner for small jewelry businesses around the world.
MY ROLE
For this new initiative I was tasked with designing a logo and branding system, event graphics, social media graphics, photography and videography, as well as teaching the marketing team how to set up the entire event through Zoom Events.
RESEARCH & PROBLEM SOLVING
Thankfully, most of the heavy lifting of the research and prototyping of Zoom Events for the Halstead Studio project had already been done for the Jewelry Business Forum. There were two main changes we needed to figure out:
- How to provide attendees links to resources & products
- How to set up the event in such a way that none of it was live – all the video would be shot and edited beforehand so that all Halstead needed to do during the event was monitor the chat to answer questions.
PRODUCT & RESOURCE LISTINGS
While many improvements had been made since the first Jewelry Business Forum on Zoom Events, the setup still had issues with allowing us to use hyperlinks for attendees. Since the Permanent Jewelry series had a lot of both resource and product listings, we decided to incorporate a downloadable PDF so attendees could easily find what they needed.
PRERECORDED WEBINARS
With the Jewelry Business Forum that ran before the Halstead Studio Series, we discovered that Zoom added an option to add pre-recorded webinars. Our first issue came when we attempted to upload the videos for a test event. Zoom Events did not allow you to simply upload a video, you could only use webinars recorded through a previous Zoom event. As a workaround for the problem, we set up a series of unlisted webinars and simply did a screen record of the videos we had taken.
GRAPHICS
LOGO CONCEPT & DESIGN
After a few designs, we decided we needed to tie in the Halstead Studio logo with the rest of Halstead’s other brands like the Jewelry Business Forum and the Halstead Grant. The final design needed to heavily feature a gem of some sort and since the other two designs were varying versions of the top of a diamond, I decided to do a side version of the gem. Though the final design only makes a half circle, it still ties in with the other logos to feel like a set.
The first Halstead Studio Presents was on Permanent Jewelry, and so I was able to cleverly incorporate a permanent chain bracelet into the design. It could also be changed or adjusted to match whatever the subject of the next Halstead Studio Presents.
Original concept designs for the Halstead Studio.
EVENT & SOCIAL MEDIA GRAPHICS
VIDEOGRAPHY
For the Permanent Jewelry series, Halstead did not want to run any of the sessions live. All would be pre-recorded with two of them being shot in a studio setting.
Along with Kelli, I helped to set up the studio and lighting for recording. Once everything was prepared, it was my job to record the audio and video (including A-roll & B-roll) and conduct a photoshoot with the tools and items. Once recording was finished I then had to organize, edit, and add in graphics.
Halstead Studio - Permanent Jewelry: Technical How To
Follow along as Sylvie explains everything you need to know about using an arc welder, including the steps you’ll need to take in order to weld on permanent on customers.
Role: Pre-Production | Production | Post-Production
RESULTS
The Permanent Jewelry series was Halstead’s first foray into creating a paid webinar series – everything business-wise Halstead had offered up to that point had been free. As there was no baseline for what to expect, Halstead’s only goal was to break even on the endeavor.
Instead of breaking even, Halstead tripled their initial investment and attendees were extremely happy with quality and information given from the entire series.
REVIEWS
