Hamilton Hill is a treasure of a jewelry store in the heart of Durham. They represent some of the finest European jewelry designers in the world, and have a collection which beautifully reflects the refinement and elegant taste of the owner, Sarah Hill. However, their branding needed a refresh, and Sarah needed a way to consistently communicate a brand comprised in equal parts of the product, the setting, and the experience.
The Creative
All of that made crafting a new brand for Hamilton Hill fairly straightforward. (Well, it was a lot of hard work, but we like to make things seem sweatless.) By appealing to the heart and the gut, we were able to revitalize their brand and create a campaign that has made people stop and go, “Wow.” (Or words to that effect.)
The Strategy Behind The Work
Hamilton Hill Jewelry had loyal customers and a distinctive voice, but the way they presented themselves needed to be more concise and consistent. They had many wonderful attributes, but no guiding idea. They came to Engine because they had reached the end of what they felt they could do themselves, and wanted a steady platform on which to base future efforts.
It’s time to engage some professionals around here.
An intense workshop with customers — plus a competitive analysis of other jewelers, both local and national — revealed that Hamilton Hill had carved an enviable position for themselves. While other jewelry stores talk about service, selection, quality and so on, Hamilton Hill truly focused on the power of great design. It’s evident in the turn-of-the-20th-century reclaimed tobacco warehouse aesthetics of their showroom, their attention to detail in their displays, and their exquisitely curated lineup of designers. The power of great design drove everything we did.