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After decades of discounting, the brand had lost its romance. Seen as downmarket and outdated, the brand was fatigued, mass market and overly masculine. The ambition was to break out from discount retail to become an aspirational jewellery brand, increasing market share and finding new growth in higher-value segments.
Create a contemporary fine jewellery brand to help mark life’s most meaningful moments. To achieve this, we needed to refresh the brand identity, helping to make the brand more premium and aspirational. We helped Michael Hill rediscover its roots as the original independent jeweller with a modern brand transformation – redesigning its logo, brandmark, photography, website, product packaging and instore experience.
To signal this new era for Michael Hill, we launched a distinctive brand platform, The Jewellers, a cinematic campaign retelling the brand’s origin story: starting with one shop, a big dream and an enduring passion for craft and creativity. This powerful narrative became proof of the brand’s long-standing commitment to design, quality and authenticity, key drivers for high-value customers. From this platform, we built a connected suite of assets tailored to objectives across every channel, embedding brand meaning at every touchpoint from ecommerce to instore.
