Michael Hill

After decades of discounting, Michael Hill had lost his 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 Seen as downmarket and outdated, the brand was fatigued, mass market and overly masculine.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 brand, increasing market share and finding new growth in higher-value segments.

Our answer was to 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.