Kennedy

Kennedy
Kennedy

The luxury of time

The luxury watch and jewellery industry is a timeless one – yet not always the most accessible. There’s the obvious price tag. And then there’s the air of formality and elitism which can also deter people. Kennedy is known to be different. An Australian retailer of luxury brands like Rolex and Graff, it’s long been admired by customers for its sincere expertise and generous service. With plans to expand into America, Kennedy sought to develop its brand around exactly these qualities.

Building The House of Extraordinary

A brand known for its warmth and passion – yet this wasn’t always coming through in their communications. Building on the new strategy we developed with Principals, our aim was to show a modern, non-serious, happy side to Kennedy that fits alongside extravagance and elegance. Paired with its expertise in sourcing beautifully crafted pieces from around the world, the rebrand sought to reposition Kennedy as The House of Extraordinary. The strategic thought – a trip here adds a bit of magic to the everyday.

Like a Paul Smith suit

In bringing the House of Extraordinary to life, the idea was to create a voice crafted like a well-tailored suit. Guidelines were designed to bring style and structure to how Kennedy communicates, while still leaving its writers room to move. To build on the concept, we also allowed for moments of wit – the flash of bright silk inside a suit – as language became another opportunity for Kennedy to twist convention, and surprise and delight its customers.

Epilogue

Light-hearted despite the serious price tag. Relaxed yet always respectful. Conversational not condescending. Kennedy’s new voice gives writers the green light (or should that be emerald?) to have a bit of fun with its audience. After all, if you’re paying $70,000 for a watch, it’s likely you have a pretty good sense of humour.

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Clients

  • AAMI
  • AGL
  • AMP
  • Apia
  • Aussie Home Loans
  • Australia Post
  • AustralianSuper
  • Australian Unity
  • Australian Red Cross - Lifeblood
  • Barangaroo
  • Barker College
  • Beyond Blue
  • Bingle
  • Business Events Sydney
  • Business Australia
  • BUPA
  • Campbelltown City Council
  • Carsales Group
  • CBRE
  • Chartered Accountants Australia & NZ
  • Chorus
  • Chunky Move
  • Clayton Utz
  • Coles Group
  • Costa
  • CPA Australia
  • Equifax
  • Everlight Radiology
  • Federation University
  • Foxtel
  • Frensham Schools
  • Frucor Beverages
  • Five Senses Education
  • Genesis
  • GIO
  • Gympie Regional Council
  • Harrison.ai
  • Harrison Grierson
  • Hassell
  • Hello Fresh
  • hipages
  • Hoot Holidays
  • HOYTS
  • Hundredweight
  • Hyundai
  • Illawarra Retirement Trust
  • ISPT
  • JBWere
  • Jetstar
  • Kelato Animal Health
  • Kiwibank
  • Kiwiwealth
  • Koala Life
  • KPMG
  • Launch Vic
  • Liberty Specialty Markets
  • Lotterywest
  • Life Without Barriers
  • MARCS
  • MLC
  • MLC Life Insurance
  • Monash University
  • NAB
  • National Library of Australia
  • Network Ten
  • Newgate Communications
  • Nova Group
  • NRMA
  • NUFARM
  • Officeworks
  • Optus
  • Origin Energy
  • Peoplecare
  • Pepperstone
  • PEXA
  • Phillips
  • Plant & Food Research
  • PSMA
  • Public Works Advisory
  • Qantas
  • QSuper
  • RACV
  • Ray White
  • RACGP
  • Reach Out
  • Rest Super
  • Rufus & Coco
  • Sekisui House
  • Simm Design
  • Stride
  • South East Water
  • South 32
  • Studio Ongarato
  • Sydney Symphony Orchestra
  • Staging Connections
  • Stockland
  • Suncorp
  • Telstra
  • Townsville Hospital Foundation
  • Transurban
  • UBank
  • UnitingCare Queensland
  • University of Leicester
  • University of New South Wales
  • University of Queensland
  • University of Tasmania
  • University of Wollongong
  • Urbis
  • Valiant Finance
  • Vanguard
  • Virgin Australia
  • VMIA
  • Vodafone
  • Westpac NZ
  • Wotherspoon

Things we do

  • Brand voice (personality) traits
  • Brand VoiceMap
  • Brand voice rules
  • Brand voice workshops
  • Brand voice guidelines
  • Brand narrative
  • Brand messaging
  • Vision statements
  • Brand strategy
  • Creative copywriting
  • Scriptwriting
  • eDM and DMs
  • Website and social media content
  • Spoken word and contact centre scripting
  • Chatbots and AI scripting
  • Branded collateral
  • Internal communications
  • White papers and annual reviews
  • Rebranding and renaming
  • Internal brand architecture naming
  • New business naming
  • Naming facilitation workshops
  • Stakeholder management and engagement
  • Brand voice training
  • Tailored writing workshops
  • Writing exercise
  • Writing examples
  • Writing tips & tricks