GEMOLOGICAL INSTITUTE OF AMERICA

GIA -- The Gemological Institute of America -- is best known for creating the 4 Cs of diamonds: Cut, Color, Clarity, and Carat. But GIA is far more than just the guiding presence in analyzing diamonds. Their headquarters in Carlsbad, California employs leading gemologists, houses an elite gem library, and provides world-class grading and analyzing services. The organization hired Huge to bring their comprehensive strengths in the new site -- which included a massive content strategy effort that I led. 

HOMEPAGE

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For the Homepage, we created an approach that brought to life what makes GIA so valuable to the gem world: ground-breaking research and topical knowledge. We created a carousel to feature both timely and evergreen content about research and gems. Lower on the page are tiles to help people learn about gems and drive users to relevant GIA offerings. 

 

ANALYSIS & GRADING

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Gem analysis and grading are the two primary services GIA offers. Anyone can send a gem to the institute to have it analyzed and graded for insurance or sales purposes. We wanted this page to give users an inside look at the institute’s world-class analyzing and grading machines, tools, and professionals services so they could discover the benefits of these offerings. The page then provided a hand-off to allow users to send a gem to the institute.

 

RESEARCH

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GIA is always conducting research, ranging from Indiana Jones-esque quests in remote locales to the study of gems in GIA’s on-campus lab. All of the research is crucial to the understanding of gems and positioning GIA as the leading gem organization in the world. We designed this page to be an editorial destination where both gem enthusiasts and casual learners could learn more about the important work GIA leads everyday. 

 

ENCYCLOPEDIA

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The Encyclopedia puts in the users’ hands GIA’s expert information and knowledge about all the world’s gems, from the famous to the forgotten. A destination for both enthusiasts, students, and people looking for information about a specific stone, the encyclopedia brought to life the vast wealth of knowledge in GIA’s laboratory and library.