LUXURY

Branding, visual identity, web design, and copywriting for Loncar Gems

Gordana Loncar was an international gem and jewelry consultant. She held a certificate diploma in gemmology from Gem-A, the Gemmological Association of Great Britain. She also held a diamond foundation certificate from De Beers Group Institute of Diamonds, as well as certificates from the Gemological Institute of America in colored stones, diamond grading, and jewelry essentials.

For 25 years, Gordana has been a corporate art consultant and appraiser. Her longstanding clients include Blue Cross Blue Shield and Morgan Stanley. Gordana holds an appraising certificate from Pratt Institute in New York and is a member of the Appraisers Association of America. She has attended Venice Biennale, Art Basel, and Art Basel Miami Beach for the past 30 years.

The branding underscores both her expertise in gemmology and art appraisal by showcasing jewelry through historical paintings. Gordana’s clients were international. The choice of paintings reflects the depth of her interest and knowledge in the rich history of multicultural and multiracial gemmological design.

An animation in the background of the LONCAR GEMS logo has a distinctly modern feel and is in dialogue with the ornate patterns found throughout the works of art.