Dominion Diamond

CanadaMark Brand Awareness Campaign

With interest in ethical gems surging, Dominion Diamond wanted to revive the long-buried CanadaMark brand.

The largest Canadian diamond ever found: 35 karats

CanadaMark is the original diamond hallmark, which guarantees ethical, natural Canadian gems for conscientious consumers. But without a sufficient and consistent supply of eligible goods, the brand had gone dormant. Dominion Diamond’s acquisition of the Ekati mine in 2013 provided the ideal moment to relaunch the program and drive awareness. A refreshed, modernized set of brand standards – inspired by the beauty and mystique of the Canadian North – can be viewed alongside a suite of consumer-friendly materials.