Cube: A 3-Month Creative Strategy in New Caledonia
When fashion meets storytelling, magic happens — and that’s exactly what unfolded during our latest collaboration with CUBE, the New Caledonian jewellery atelier created by Coco. With Coco’s vision of shining even brighter in New Caledonia and beyond, ili the studio partnered with the brand over a three-month period to craft a full creative and marketing strategy designed to amplify CUBE’s presence, identity, and community.
From artistic direction to brand activations, content creation, and a major fashion collaboration, this was a campaign rooted in bold ideas and island elegance.
A Three-Month Strategy Designed to Make CUBE Stand Out
CUBE already had a powerful aesthetic and loyal following — but our mission was to elevate the brand, sharpen its identity, and create momentum both online and offline.
Over three months, we developed a fashion-driven marketing roadmap centred around:
• Clear creative direction anchored in Coco’s artistic universe
• Storytelling that celebrates craftsmanship, femininity, and New Caledonian style
• Community-based activations to expand visibility
• Visual content that positions CUBE as a modern, aspirational jewellery brand
Every element was crafted to strengthen CUBE’s presence and transform admiration into desire, and desire into action.
3-monthly Activations: Bringing CUBE to Life in New Caledonia
To build brand awareness in an organic and stylish way, we activated two on-the-ground events per month featuring:
Local Brand Ambassadors
We selected ambassadors who truly reflect CUBE’s spirit — women with elegance, personality, and authenticity.
They became CUBE’s voice, presence, and muse within their communities. From intimate gatherings to curated styling moments, these women helped bring the brand’s story to life.
Fashion Pop-Ups & Micro-Events
We organised small, high-impact activations designed to:
• Showcase the jewellery in real life
• Encourage touch, try-on, and purchase moments
• Build buzz in key neighbourhoods
• Create word-of-mouth energy
These activations positioned CUBE as the go-to jewellery brand for women seeking authenticity and island-inspired elegance.
A Signature Collaboration: CUBE x Karma Koma
One of the highlights of this quarter was a strategic and aesthetic partnership with Karma Koma, the iconic fashion brand beloved across the islands.
The collaboration aligned perfectly with our vision:
• Strong aesthetics
• A shared love for effortless chic
• Women-led energy
• A fashion-driven story that blends jewellery and clothing
Together, we created a seamless brand moment where CUBE’s jewellery elevated Karma Koma’s silhouettes — and vice versa.
This partnership strengthened CUBE’s credibility and re-positioned the brand within the premium creative scene.
Photoshoot & Artistic Direction: A Visual Story Rooted in Island Chic
Photography plays a central role in modern branding. For this campaign, we produced a photoshoot designed to:
• Capture Coco’s creative essence
• Highlight craftsmanship and texture
• Showcase CUBE pieces in natural light
• Blend fashion, femininity, and island lifestyle
The result?
A warm, elegant, timeless visual universe that now anchors CUBE’s identity across all platforms.
From styling to casting to locations, everything was executed through ili the studio’s artistic lens — simple, curated, and emotionally resonant.
Content Creation That Builds Desire
Across social media, newsletters, and product highlights, we crafted content that feels, elegant, slow and intentional, fashion-driven, sincere and feminine. Perfectly aligned with Coco’s values.
This content was designed not just to be seen, but to be felt.
Each piece strengthens the connection between Coco and her community and positions CUBE as a jewellery brand with heart, depth, and meaning.
A Fashion-Driven Partnership Rooted in Purpose
Coco’s expectations were bold: she wants CUBE to shine brightly in New Caledonia.
Our mission at ili the studio was to make that shine impossible to ignore.
Through strategy, storytelling, artistic direction, and operations, we helped CUBE:
• Elevate its visual identity
• Strengthen brand credibility
• Engage its audience on a deeper level
• Expand its presence through collaborations and events
• Create a more refined and cohesive brand experience
This collaboration is the perfect example of what happens when creativity, authenticity, and fashion come together.
