Cartier
The Genesis of Icons

History, Design, Culture. These three threads of evolution, present in every one of Cartier’s iconic designs, represent the ways in which Cartier has been at the forefront of our collective imagination for the past 100 years.

‘The great Paris jeweler, Cartier’ continues to this day to inspire the world’s most exceptional people, with icons born of the most important transformational moments of our era. Cartier’s obsessive design principles — have manifested not just in Santos’ legendary reputation, but many of the maison’s pieces in years since. 

Chapter 1: The Genesis Of Cartier Icons  ︎︎︎
Chapter 2: New York Love By Design  ︎︎︎
Chapter 3: At The Forefront Of Cultural Transformation  ︎︎︎

Design Direction

With dynamic page design, retell the story of Cartier’s most iconic designs — how they were each born from formative moments in history, and cultural collisions that transformed how we lived then and influence us today.

Typography and Color

Reflecting the theme of “then and now,” as well as embodying the progressive design thinking vs traditions of Cartier, we combined two typefaces. Leading with a Serif reflects the elegance of Cartier’s designs throughout the ages, juxtaposed with a Sans Serif body copy style.

Taking cues from the official colors of Cartier, the palette uses subdued hues to differentiate the characteristics of each chapters theme.