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In October 1977, Michael and Christine Hill lost everything in a house fire. That tragic event was the spark they needed to finally start their own business: Michael Hill Jewellers. Today, Michael Hill has 281 stores in malls worldwide, but their retail success has created a whole new challenge.
Our one-of-a-kind digital ring builder gave customers complete freedom to design and price their dream ring at home, without any intimidating store visits.
We replicated the creative process of an independent jeweller, by making the eCommerce experience non-linear - giving the user a creative canvas that they could move through and explore, with the power to change any aspect of the ring at any time.
From our brandmark, with the inverted v’s to signify flickering embers, to our typography scattered like ashes, our flame-like gradient, and our colour palette featuring charcoal, burnt sienna, fire and light smoke. High end, editorial-style photography catapulted our brand into an aspirational space – sophisticated, with a dash of edginess.
