Coats created and developed the Brand & Communication
strategies for the Michael Hill Jewellery brand, moving them
from being perceived as a 'retail' brand to that of a 'designer'
brand.

The logo mark needed to go through an evolution, along with
a new brand colours. Packaging, advertising, merchandising
and signage collateral was specially developed for a
contemporary style more suited to a designer brand.

Also, a comprehensive Brand Standards was developed to
ensure brand consistency across all 300 or so stores
throughout New Zealand, Australia, Canada and the USA.