Perfection: Achieved.

For over half a century Graff has represented the rarest gemstones.

Generations of the Graff family have employed their expertise and experience, personally selecting every stone and — uniquely among diamond houses — presiding over every step of its journey. No stage is bypassed.

No shortcuts are taken. Only perfection matters.

The brand turned to SomeOne to help build on their legacy to develop a beautifully cohesive visual brand world to work internationally and across all branded touchpoints.

Discovering the most brilliant gem-quality diamonds demands an expedition deep into the earth, the most challenging treasure hunt imaginable.

Day after day, Graff gemologists strive to uncover gemstones that equal or surpass the finest diamonds ever unearthed. Often many millions of years old.

In the rough, a diamond has yet to reveal its secrets: it might become a cascade of small gems or a single, perfectly cut stone. Graff gemologists can spend months exploring the possibilities. When they have determined the optimal cut – however ambitious it may be – the diamond’s fate is set.

The House of Graff stands for the finest, the rarest and only the very best stones.


The task of Graff cutters and polishers requires astonishing dexterity, precision and patience. It is due to their skill and vision that Graff can unlock the hidden radiance of the world’s most magnificent gems. With limitless passion and the steadiest of hands, they bring each stone to life, unlocking its exceptional beauty, time after time.

We looked through the entire Graff brand archive, interviewed staff and met with the craftspeople who work on every piece to uncover new visual aspects and themes we could bring to life for the new brand world.

Having the world’s most fabulous gems at their disposal gives Graff’s design atelier a unique opportunity to create extraordinary jewellery.

Beyond the whims of fashion, Graff designs are known for their deceptive simplicity, their perfect balance and proportion, and their sensuous, feminine power.

On visiting the Graff London HQ we met with the artisans behind the jewellery and were shown the magic behind the incredible gemstones: The precious metal work that holds everything tantalisingly in place.

The unique Graff lattice found only on the back of the most signature pieces served to inspire the new Graff brand pattern.

This pattern uniquely balances strength, elegance and the ability to suspend diamonds and gemstones above the skin, enabling light to shine through with even greater allure.

The process of becoming a Graff master craftsman is akin to being entrusted with a book of secrets, gaining access to skills and techniques that simply could not be learned elsewhere.

In the Graff London workshop, traditions dating back centuries meet cutting-edge innovations, and creative dreams become reality.

Inspired by the artisans in London — and based upon the development of the brand pattern — the structure of the new Graff monogram was developed.

An entirely new symbol, this new signifier now acts as a shorthand for all that Graff stands for.

Timeless in aesthetic and taken from the design DNA of it’s most extraordinary pieces.

Graff works with extraordinary stones with remarkable stories to tell.

They are proud to have played a key part in the journey of many of the world’s most important diamonds, and know that the stones they cut today are destined to be the legendary jewels of tomorrow.

The entire team at SomeOne took great pride and enormous care in the design, development and deployment of a new visual design system across many channels. From print, to pixel to places.

A full suite of assets, from photographic sets, 3d modelling, typographic systems, colour palettes  imagery and animations is now available for the house to use on branded touch points worldwide.

Huge thanks to the Graff Family, Bernadette, Mathilde, Nicola, David, Shaun, Jon and all at Graff.

SomeOne Team

Simon Manchipp: Founder & ECD
Mark Smith: Creative Director
Karl Randall: Creative Director
Fiona Casey: Design Director
James Bell: Designer
Beth Baines: Head of Account Services
Eliza Wilkie: Junior Account Manager