D. Geller & Son, an 85-year old family jewelry business in Atlants, had a strong heritage but a fragmented identity. the brand leaned on humor-heavy ads in the past, albeit without a cohesive visual system, leaving its luxury potential untapped. In current years, they gravitated more towards designer forward advertisement, losing their essence in the process. Alma Co. re-envisioned the brand by weaving Atlanta's history, the family's legacy, and an Art Deco aesthetic into one modern, elevated system. Collections like Skyline, Legacy, and Peachtree tied jewelry directly to place and story, while copy revived the company's witty, approachable personality.

The transformation proves that luxury and playfulness can coexist. With a timeless yet vibrant brand system, D. Geller now feels at home alongside global jewelers while still celebrating its quirky Atlanta roots. Alma's process unlocked a balance between prestige and authenticity, positioning the brand for the next 85 years.