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Shifting Perceptions: Michael Hill’s New Brand Identity Explained

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By Published On: April 15, 20240 Comments

Michael Hill says this new brand identity that pays homage to its roots is, “arguably one of the biggest brand overhauls.”

Michael Hill has revealed its new brand identity today, aligning with its goals to build a “premium, aspirational brand that moves with the times and shifts perceptions.” The rebrand includes visual elements such as the launch of a new logo and colour palette, the opening of a global flagship retail space, and the unveiling of international supermodel and entrepreneur, Miranda Kerr as its new brand ambassador.

According to Michael Hill, this 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. 

Founded in 1979 in a small New Zealand town, Sir Michael Hill and Lady Christine Hill created an iconic brand that has spanned generations of fans across Australia and New Zealand. 

This brand refresh plays homage to these humble beginnings with a new colour palette of soft greens and natural hues inspired by the beautiful green New Zealand landscapes, drawing reference to Pounamu, a type of green jade only found in New Zealand used to craft tools and jewellery with huge cultural importance to Māori. 

New Logo

Other elements that will see a refresh are a new website, social media, and refreshed design assets featuring a new logo. This new brandmark 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. 

A new global flagship retail space will be opening next month at Chadstone,  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. 

Store Render

Jo Feeney, Michael Hill’s Chief Marketing Officer said: “Our new branding aims to continue telling the story of our proud heritage and bring to life the vision we’ve been working towards for the past two years of building a premium, aspirational brand that moves with the times and shifts perceptions.”

“Each element of our rebrand has been carefully considered to align with our history and DNA as a brand and to allow us to continue evolving. Our commitment to quality, craft and creativity is just as strong today as it was when we first began in 1979.”

Commenting on Miranda Kerr’s ambassadorship, Feeney said: “We are thrilled to have Miranda as our brand ambassador, the perfect embodiment of our new brand direction.” 

Australian Model and entrepreneur Miranda Kerr will be joining the brand as ambassador at a pivotal time in its brand transformation, and reminisces on her own personal connection to the brand. “this partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago,” said Kerr. “I’m proud to support Michael Hill in the next chapter of its journey, just like they supported me all those years ago.”

“This next chapter in the brand is super exciting as they continue to create beautiful, sentimental jewellery that captures the meaningful moments. I love the campaign and the brand’s new elevated direction.”

Michael Hill says this partnership marks a new era for the brand globally and is arguably one of the biggest brand overhauls.

Michael Hill Chief Executive Officer, Daniel Bracken said: “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.”

Power Retail spoke to Daniel Bracken, CEO, to discuss Michael Hill’s commitment to quality, craftsmanship, and responsibility, ESG strategy and broader goals in an episode of the Power Talks podcast. Listen here: Spotify | Apple Podcasts

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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