Emotive Branding: Recognizing the Brand Story When You Hear it
This story was told when we first met Harvey Diamond, Jennifer’s father and Matthew, her brother at a café in West Hollywood. Their story has it all: passion, dedication, sadness, humor, and a familial closeness that is palpable.
On a day when Harvey and Alice Diamond returned home from a day of chemotherapy, Jennifer, their daughter, got out of the car and noticed a dragonfly perched on top of the car’s antenna. She reached out gently and the dragonfly went onto her finger. “Mom, Dad, look at this. This is a good omen.”
Jennifer Diamond passed away at the age of 30. Soon after her passing, Harvey was in his car feeling blue. To his astonishment a dragonfly flew around inside his car and perched itself on the dashboard in front of him.
“Jen, is that you?” Harvey asked out loud. He had to tell someone about this, so he called his son, Matthew on his mobile.
“Dad, put the phone next to the dragonfly.” Curiously, Harvey did as he asked and could hear Matthew say to the dragonfly, “Jen, YOUR FATHER’S CRAZY!”.
That was enough to have a momentary embrace of her spirit again. From that meeting, the brand essence was developed through the symbolism of the dragonfly as the healing messenger.
Each Jennifer Diamond Foundation Library is equipped with state-of-the-art computers; access to medical/research journals; art therapy groups; support groups for cancer patients and for children whose parents or grandparents have cancer.
To begin, the obvious thing to do is to study the dragonfly. Here we get ideas, understand shapes, and look for something that grabs us. Without didn’t want to be literal. We wanted to create a strong focal point as a physical representation to keep the memory of Jen alive.
The results were that Jennifer’s mother, Alice, asked us to remove the lines on her ‘stomach’ as they reminded her of the sick Jen’s catheter tubing. To us, that was moving. That solidified the fact that we did our job so much so that Alice had a pendant made so she can keep Jen close to her heart.