Founded by John Hardy in 1853, Hardy Brothers is Australia’s oldest continually operated fine jeweller. Following a period of strategic recalibration, 3 Deep were commissioned to establish a series of ongoing seasonal campaigns aimed at increasing sales across the group while connecting with a new generation of luxury consumers.
Functionally our campaign profiles six key product categories across three distinct thematic moods. With a strong retail focus, our client’s Engagement and Youth categories hold faithfulness and sincerity as first principals while Vault and Coloured Gem collections revel in historical symbolism, romance and drama.
Constantly permeating all branded touch points, our design lexicon is linked to a desired brand positioning that clearly tells consumers who the brand is and what the brand stands for. Digital and print media continues to play a role in positioning the brand on a national stage while creating greater distance between competitors and peers.
The use of symbolism throughout the campaign reinforces our clients intellectual pedigree whilst embracing powerful cultural narratives about life and longevity. Throughout history water has been used as a symbol of wisdom, power and grace while the presentation of Geese speaks to divine provenance, loyalty, matrimony and vigilance.
Every facet of the Hardy Brothers communication program has been carefully considered in order to create a lasting memory of unparalleled attention, excellence and uniqueness.
Underpinning the need to connect with a new generation of luxury consumers, an integrated program of communications helped solidify the values of the brand while delivering a more rewarding form of social engagement.
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