Australian online auction house First State Auctions has revealed a new brand identity and creative platform, Perpetual Joy, via brand, creative and content agency Nibble Edge.
Led by Founder and qualified gemmologist Ari Taibel, the business has built its reputation on expertise, trust and authenticity, with every item professionally valued and authenticated before sale. The rebrand marks a significant milestone in the company’s evolution.
“First State Auctions is one of the best kept secrets in pre-loved luxury,” said Nibble Edge founding director Fergus Stoddart.
“Week after week they auction some of Australia’s most beautiful and valuable jewellery, watches and designer bags. It’s a business built on anticipation, the thrill of discovery and value for buyers and sellers alike.”
The brand was previously functional and conservative which didn’t fully capture the emotion and enjoyment that buyers and sellers experience throughout the auction journey. Our job was to bring that sense of joy to the surface. First State has an exceptional team with a fantastic reputation. This is a long term platform for them to build off. We’re looking forward to making them “the” name in pre-loved luxury jewellery and accessories and spreading a lot of joy for a very long time!” Stoddart added.
“In the world of luxury auctions, you’re constantly balancing value with aspiration,” said Taibel.
“We’re incredibly proud of where Nibble Edge has taken the brand. Perpetual Joy captures the excitement of discovery in every auction, while also speaking to the provenance, craftsmanship and longevity of the pieces we sell. It reflects not only the treasures that pass through our auctions, but also the relationships and trust we’ve built with our buyers and sellers over the past three decades.”
The new brand identity is live across all customer touchpoints, including a redesigned website.
Nibble Edge won the account through a competitive pitch run by StudioSpace last year.
