Global Brand Campaign for "The Canadian Gem"
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Project scope
Categories
Branding & style guides Digital marketing Marketing strategy Market research Social media marketingSkills
cultural studies digital printing strategic planning marketing social media strategy brand management marketing strategies innovationLucentara, a leader in luxury ammolite jewelry, seeks to establish ammolite as "The Canadian Gem" on a global scale. The project challenges students to develop a comprehensive brand campaign that resonates with diverse international markets, specifically targeting North America, Europe, and Asia. Students will begin by analyzing cultural perceptions of color, luxury, and gemstones in these regions. They will then craft creative marketing strategies that highlight Lucentara's unique blend of science, luxury, and Canadian heritage. The goal is to create a cohesive narrative that positions ammolite as a prestigious and culturally significant gemstone, appealing to varied audiences across the globe. This project provides an opportunity for students to apply their classroom knowledge in marketing, cultural studies, and brand management to a real-world scenario.
Students will deliver a detailed marketing campaign proposal that includes digital, print, and social media strategies tailored to each target region. The proposal should include a cultural analysis report, creative campaign concepts, and a strategic plan for implementation. Additionally, students will present a visual mock-up of the campaign materials, demonstrating how Lucentara's innovation story can be effectively communicated to international audiences.
Providing specialized knowledge in the project subject area, with industry context.
Sharing knowledge in specific technical skills, techniques, methodologies required for the project.
Direct involvement in project tasks, offering guidance, and demonstrating techniques.
Providing access to necessary tools, software, and resources required for project completion.
Scheduled check-ins to discuss progress, address challenges, and provide feedback.
About the company
Lucentara
Science | Technology | Innovation
Lucentara is a Canadian science and innovation company dedicated to advancing the study and application of ammolite and other natural materials. Founded by Caitlin Furby and Mark Turner, Lucentara operates at the intersection of geology, materials science, and design — exploring how nature’s rarest formations can inspire modern advancements in technology and sustainability.
Through ongoing research partnerships and applied experimentation, Lucentara develops cutting-edge methods for fossil preservation, laser restoration, and structural color analysis. Every discovery contributes to the deeper understanding of ammolite’s optical and geological properties, positioning Lucentara as a pioneer in natural photonics and gemstone science.
Lucentara represents the future of Canadian innovation — where art, science, and nature converge.
Dinosty Fossils
Mining | Restoration | Heritage
Dinosty Fossils is the foundation of Alberta’s ammolite industry — a mining and restoration company co-founded by Mark Turner and Caitlin Furby, specializing in the ethical extraction and preparation of ammonite fossils and gem-grade ammolite from the Bearpaw Formation.
Operating across more than 1,200 hectares of mineable land in Southern Alberta, Dinosty Fossils combines traditional field expertise with modern restoration technology to bring prehistoric treasures back to life. Every specimen is meticulously excavated, stabilized, and restored by hand, honoring both its geological origin and its natural artistry.
Through Dinosty Fossils, Furby and Turner have built one of Canada’s most respected fossil operations — supplying collectors, museums, and jewelers worldwide while preserving the integrity and story of each discovery.
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