Founded by John Hardy in 1853, Hardy Brothers is Australia’s oldest continually operated fine jeweller. As a contemporary luxury brand, Hardy Brothers draws confidence from a rich heritage of uncompromising quality and craftsmanship. Underpinning our larger brand recalibration project for Hardy Brothers, 3 Deep were charged with the responsibility of establishing an updated eCommerce platform for the business that celebrated the brands unique lineage while presenting the most revered luxury jewellery and timepieces in the Asia Pacific.
Through the process of digital discovery, we identified the functional and strategic objectives for the site while identifying a unique way of telling the our client’s story. Underpinned by an ongoing and focussed roster of content production, the design of the new site allowed for an efficient and flexible approach to story telling and product presentation.
It was vital to establish a site that would reconcile a strong brand experience against a clear and engaging presentation of product. Customer personas established as part of the larger brand project were used to influence user journeys and the categorisation and presentation of product. Refined through live user testing, key features such as the timepiece comparator, were developed to assist users throughout the purchasing journey.
Positioned upon the key tenets of exclusivity, scarcity and desire, Vault showcases the very best of Hardy Brothers. It is the apex of the brand’s offer and the initiative under which the business amplifies its true luxury credentials targeting those looking for the rare, the coveted and the bespoke.
In considering the overall design of the site, we established a set of signatures that responded to the need to present both accessible product and rare objects d'art. A range of subtle design cues would amplify the brands luxury credentials while changing the aperture of product presentation, language and user experience.
The new website presents a fast, mobile first design approach that enriches the customer experience while providing a range of functions commensurate with the Hardy Brothers offline world. With a remit to elevate the online experience, create ongoing value in the brand while delivering increased engagement and increased economic return, the new site was supported by a comprehensive online style guide, marketing resources and supporting 12 month content schedule.
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