One of Singapore’s oldest fine jewellery companies, The Canary Diamond, created ByCanary to target modern women who desire and appreciate the finer things in life. Given the competitive landscape of the diamond industry and the selective nature of their target audience, we were tasked with developing a brand identity that resonates and appeals to this group. After conducting a brand audit, a brand strategy was developed to establish a communal ethos mindset: ‘Creation Through Unity,’ a simple concept that rallies community-building, collaborative spirit, and awareness to appeal to the sophisticated preferences of modern women. Being environmentally and ethically conscious is part of ByCanary’s DNA, and this is reflected through their product packaging and consumer experiences.