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