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John Hardy had a compelling story, and a unique product that’s made sustainably. But not enough people knew this, and the brand tended to blend in with the competition. They partnered with us to tackle the challenge, and unlock the potential, of a rebrand that spoke to both a heritage story and a unique luxury product.

The luxury jewelry market is a crowded space, and a lot of brands seem to be making the same noise. Some say they are hand-crafted. Some claim sustainability. Some tell a unique origin story or tap into a local culture. But John Hardy delivers on all of those things: unique craftsmanship, cultural relevance, and true sustainability. We needed to make sure people knew that.

An idea that brings together the roots of the brand, the culture of Bali (that informs everything they do) and the impeccable, reverent process that ties together everything they create. From brand videos and purposeful social content, to hard-working product imagery, the story of Craft as Ritual was expressed across all channels. The brand attributes of craftsmanship, culture, sustainability and a singular aesthetic woven through every execution.


Launching with over 20 million impressions across major streaming channels, the story of Craft as Ritual was delivered straight to the affluent tastemakers who we knew were the key market segment for the rebrand. A partnership with Condé Nast, which included Forces of Fashion and a spread in the iconic September Issue, cemented John Hardy’s fashion creds, and was amplified by an always on social media approach. Other key placements included wild postings during NY Fashion Week, and OOH targeting luxury travelers. Overall, the campaign combined hundreds of images, videos, social posts and targeted media to create one focused, compelling message, and a re-imagined identity for the brand.

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