Role: Senior Creative

Michael Hill wanted to break into a more fashion focused market without cannibalising their brand. They aimed to create pieces that were of high quality, both plated and solid metals which could be loved for a few seasons and built upon. So they asked us to launch a new brand called Medley.

After much research we recommended that Medley be a 100% digital business with pieces being sold through social media and web channels only. We would use influencers to help us sell and develop an attitude and tone of voice that was uniquely antipodean, encouraging anyone to be their own stylist under the idea of 'worn for nobody'.

Being a slightly younger demographic we launched on Instagram and Facebook with an influencer strategy and film. We also took Insta's ubiquitous 1x1 spaces and turned them into actual little shops, where customers could buy selected items from the launch range.