Tiffany & Co. is celebrating Valentine’s Day with a Curtis Kulig collaboration in its new ‘Blue is the Color of Love’ campaign. The brand’s collaboration with Curtis, a New York-based artist who is known for his ‘Love Me’ mantra, is the latest in the House’s longstanding history of working with innovators and creatives. The campaign is a celebration of art, words and the spirit of love.

“‘Love Me’ was conceived as something very personal to me and it naturally grew into something that others interpret—that’s what makes it interesting,” Curtis said in a statement. “My creative process with Tiffany & Co. was very natural,” he added.

Curtis has created a series of exclusive artworks for Tiffany’s Valentine’s Day campaign that declare messages such as, ‘Dare Me’ and ‘Know Me’, reenvisioning his ‘Love Me’ concept in bold Tiffany Blue ® typography. For the ‘Blue is the Color of Love’ campaign, his artworks are displayed alongside jewelry collections such as Tiffany HardWear, Tiffany Knot and Tiffany T.

Since 2005, his simple yet powerful visuals have become an integral aspect of popular culture. ‘Love Me’ has bedecked city walls, canvases, neon lights, metal sculptures. The ‘Blue is the Color of Love’ campaign is live on Tiffany.com.