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.
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.
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.
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.