Michael Hill launches teaser film ahead of impending new brand era via CHEP Network
Australian fine jewellery brand Michael Hill has today revealed a new teaser film via CHEP Network, previewing elements of its new brand refresh and what is rumoured to be its first ever brand ambassador.
Set to launch on 15 April 2024 officially, Michael Hill’s new era is nearly two years in the making and aims to encapsulate the brand’s refined and reimagined vision for its aspirational position in the market, while reflecting Michael Hill’s heritage and passion for craft and creativity.
Says Daniel Bracken, chief executive officer, Michael Hill: “As a global brand that offers modern, contemporary fine jewellery our repositioning marks a new era for the Michael Hill brand, part of our long-term business strategy.
“It not only exudes the reimagined vision for the brand, but it allows us to continue telling our heritage story in a new, exciting way. We can’t wait to relaunch and showcase our fine jewellery that focuses on quality, craftsmanship, and responsibility.”
Michael Hill’s Australian store in Chadstone will be transformed into a new global flagship retail space, incorporating all aspects of the new brand proposition, including its first high jewellery offering, elevated in-store experience and semi-private selling spaces. The new branding will be gradually rolled out across stores in Michael Hill’s operational markets including Australia, New Zealand and Canada over the next few years.
A new brandmark has also been revealed that is grounded in Michael Hill’s origin story. The brandmark’s “M” and “H” were combined to create a window form, paying homage to the iconic window displays that Lady Christine designed in Michael Hill’s formative years.
Says Jo Feeney, chief marketing officer, Michael Hill: “We’re excited to reveal our new brand positioning, it’s been a couple of years in the making.
“It’s been a process of fine-tuning to ensure our new brand journey perfectly encapsulates everything Sir Michael and Lady Christine Hill have built while allowing Michael Hill to be progressive and modern.
“Through our rebrand, we want to alter perceptions of what people think the Michael Hill brand portrays and create an aspirational shift in the market.”
Partnering with award-winning creative agency CHEP, extensive market research both internally with stakeholders and externally with customers, helped shape Michael Hill’s brand refresh direction.
To discover more about Michael Hill visit michaelhill.com.au or follow Michael Hill on Instagram @michaelhillj.
Creative Agency: CHEP Network
Exec Creative Lead: Christy Peacock
Creative Director: Kate Allan
Exec Strategy Director: Katie Peacock
Managing Partner: Christine Gannon
Senior Account Directors: Jane Harding & Sally Lovegrove
Head of Production: Tash Johnson
National Head of Design: Christian Hewitt
Associate Design Director: Vanessa Saporito
Designers: Anna Forsyth, Saxon White
Junior Designer: Juliette Davies
Production Company: Larchmont
Director: Noah Marshall
Founding Partner: Ngaio McCreadie
Producer: Luke Kneller
Post Production: Cutting Edge
Motion Graphics: Collider
PR: Enthral
Store Design: The General Store
Media: OMD Brisbane and Hearts & Science New Zealand
13 Comments
This may be a lovely piece of work. I don’t know. I didn’t watch it. I’ve seen some crazy things in this modern world of advertising, but one thing I will never understand is why marketers think that people are interested in ‘teasers’ or ‘trailers’ for ads. Like they are hanging out for it like they would the next movie in the Marvel franchise. Sheesh.
I don’t believe anyone cares about this brand, or its story.
The next instalment in the self-indulgent Michael Hill saga that no-one cares about.
For a brand that is usually associated with 14 year olds buying crap for mothers day, the last set of films really elevated them. I get nobody cares, but that origin story film was a cracker. Maybe it was just the sound track.
I really wish people who rrespect brands and good brand advertising got their hands on Michael hill There is so much that could be done with it
This looks like the cmos brain fart
reads like a dril tweet
You either have a razor sharp sense of irony, or that’s about the funniest thing I’ve ever read here. Kudos on the spelling and punctuation, BTW.
Why is it a left hand drive car?
People talking meaningless, self indulgent twaddle to themselves.
Well done.
I read the release on another platform, admittedly marketing-centric publications and saw the supportive and positive industry feedback. Supporting one of our own, knowing how hard and how much goes into this job. Then I stumble upon this article. The difference could not be more stark. What’s wrong with you advertising folk? Not supporting the very industry that keeps you in jobs? Michael Hill and their agency should be very proud of this work. The wider industry will be.
Exactly.
What car was used in this add?