Michael Hill has announced international model and entrepreneur Miranda Kerr as its new brand ambassador. This partnership, set for an 18-month duration, marks a pivotal shift as the company introduces a new brand identity, accompanied by a redesign of its logo and flagship stores.
“I am thrilled to be the Michael Hill ambassador,” Kerr said. “This partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 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.”
CEO Daniel Bracken noted that this partnership aims to support the brand’s evolution and align with its long-term objectives. Kerr will participate in promotional activities, such as advertising campaigns, brand events, and social media outreach.
Flagship Store and High Jewellery Introduction
A significant aspect of the rebranding is the redesign of Michael Hill’s Chadstone store in Melbourne, which will serve as the model for the global flagship retail space. The redesign will reflect the updated brand identity and include improvements such as semi-private selling areas. Notably, the Chadstone location will also feature Michael Hill’s first high jewellery collection, positioning the brand within the premium segment of the market.
“We are so proud to have Miranda partner with Michael Hill as our brand ambassador and help us celebrate this momentous moment for our brand,” Bracken said.
“Miranda not only embodies our brand values, but she’s close to our antipodean roots and is the epitome of timeless elegance and sophistication.
“Michael Hill has the ambition to be one of the most sustainable jewellery brands in the world and this aligns perfectly with the sustainable business practices that Miranda follows.”
Rollout Across Markets
The new brand identity will be implemented gradually across Michael Hill’s operations in Australia, New Zealand, and Canada. The redesign includes a new brand mark, which cleverly integrates the initials ‘M’ and ‘H’ into a window form. This new logo pays homage to the innovative window displays crafted by brand co-founder Lady Christine Hill during the company’s early years. Additional changes encompass a refreshed colour palette and new packaging, enhancing the customer’s visual and tactile experience.
“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,” Michael Hill CMO Jo Feeney said.
“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.”
“We are thrilled to have Miranda as our brand ambassador, the perfect embodiment of our new brand direction.”
