A twist on luxury.

Home to the world’s most desired watches and jewellery, Kennedy aimed to break away from stuffy retail conventions and become a next-generation luxury brand.

Knowing the special brands in Kennedy’s care, our task was a delicate one. To refresh the brand positioning and identity, and step away – boldly-from predictable competitors.

How do you amplify customer desire when your customers can have almost anything? It was another interesting part of the challenge, and one solved by the Kennedy service experience itself. Symbolic of what money can’t buy in its relaxed, upbeat Australian approachability – a world away from the industry’s stiff formality, deference and checked emotions.

All this allowed us to credibly position Kennedy as the House of Extraordinary. A joyful, one-of-a-kind destination where people are given the luxury of time and space to fall for a truly exceptional piece.