{"id":46932,"date":"2025-10-28T07:43:32","date_gmt":"2025-10-28T07:43:32","guid":{"rendered":"https:\/\/codewebbarcelona.com\/diseno-grafico-destacado-michael-hill-rebrand\/"},"modified":"2026-06-10T10:21:03","modified_gmt":"2026-06-10T10:21:03","slug":"design-graphique-michael-hill-rebrand","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/fr\/design-graphique-michael-hill-rebrand\/","title":{"rendered":"Graphisme \u00e0 l\u2019honneur : Refonte de Michael Hill"},"content":{"rendered":"<h2>Comment Clemenger BBDO a transform\u00e9 une joaillerie traditionnelle en marque contemporaine de luxe accessible<\/h2>\n<p>Dans le paysage actuel du <strong>design graphique<\/strong> et de l\u2019identit\u00e9 visuelle, rares sont les projets qui illustrent aussi clairement l\u2019\u00e9volution du <strong>branding de luxe<\/strong> que la nouvelle image de <strong>Michael Hill Jewellers<\/strong>.<br \/>\nLe travail de <strong>Clemenger BBDO<\/strong> ne se contente pas de revitaliser une marque forte de plus de quarante ans d\u2019histoire ; il red\u00e9finit la mani\u00e8re dont une entreprise peut renouer avec ses racines tout en se projetant vers l\u2019avenir \u00e0 travers un langage visuel \u00e9l\u00e9gant, moderne et profond\u00e9ment \u00e9motionnel.<\/p>\n<h3>D\u2019une marque grand public \u00e0 un symbole de sophistication<\/h3>\n<p>Fond\u00e9e en 1979 \u00e0 Whang\u0101rei, en Nouvelle-Z\u00e9lande, Michael Hill a longtemps \u00e9t\u00e9 synonyme d\u2019accessibilit\u00e9 et de volume. Pourtant, des d\u00e9cennies de strat\u00e9gies ax\u00e9es sur les promotions et les remises avaient progressivement dilu\u00e9 sa valeur symbolique.<br \/>\nLe d\u00e9fi pour Clemenger BBDO \u00e9tait de taille : transformer une enseigne per\u00e7ue comme \u00ab bon march\u00e9 \u00bb en une <strong>marque aspirationnelle<\/strong> incarnant l\u2019artisanat, l\u2019authenticit\u00e9 et l\u2019h\u00e9ritage.<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-46932-1\" width=\"1920\" height=\"1080\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/high.mp4?_=1\" \/><\/video><\/div>\n<p>La r\u00e9ponse : une op\u00e9ration globale de <strong>rebranding<\/strong> m\u00ealant strat\u00e9gie, design graphique et exp\u00e9rience de marque.<br \/>\nL\u2019objectif : r\u00e9injecter romantisme et \u00e9motion dans la joaillerie, en d\u00e9laissant l\u2019approche purement commerciale au profit d\u2019un r\u00e9cit de <em>luxe porteur de sens<\/em>.<br \/>\nLe projet a couvert l\u2019ensemble de la <strong>plateforme visuelle<\/strong> : <strong>identit\u00e9 graphique<\/strong>, <strong>logotype<\/strong>, refonte des boutiques physiques, packaging et communication digitale.<\/p>\n<h3>Red\u00e9couvrir une histoire<\/h3>\n<p>Le nouveau positionnement s\u2019appuie sur une id\u00e9e forte : <strong>retourner \u00e0 l\u2019essentiel<\/strong>.<br \/>\nAvant de devenir une cha\u00eene internationale, Michael et Christine Hill \u00e9taient des joailliers ind\u00e9pendants, anim\u00e9s par la passion du m\u00e9tier.<br \/>\nCette origine, longtemps \u00e9clips\u00e9e par les campagnes promotionnelles, est redevenue le socle du nouveau positionnement.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-01.png\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13565\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-02.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13566\" \/><\/p>\n<p>Le concept \u00ab <strong>The Jewellers<\/strong> \u00bb condense cette essence : une marque qui honore son h\u00e9ritage sans renoncer \u00e0 la modernit\u00e9.<br \/>\nLe design s\u2019appuie sur des valeurs telles que <strong>l\u2019authenticit\u00e9 des mat\u00e9riaux<\/strong>, <strong>l\u2019\u00e9l\u00e9gance fonctionnelle<\/strong> et <strong>l\u2019attention port\u00e9e au d\u00e9tail<\/strong>, caract\u00e9ristiques d\u2019un <em>design graphique contemporain<\/em> qui s\u2019exprime sans superflu.<\/p>\n<h3>Une identit\u00e9 visuelle raffin\u00e9e et coh\u00e9rente<\/h3>\n<p>Le nouveau <strong>logotype<\/strong> conserve l\u2019h\u00e9ritage reconnaissable de Michael Hill, tout en l\u2019\u00e9purant \u00e0 travers des lignes plus nettes et des proportions \u00e9quilibr\u00e9es.<br \/>\nLe r\u00e9sultat : une marque visuellement plus l\u00e9g\u00e8re, qui inspire confiance et sophistication sans renier son histoire.<br \/>\nLa palette neutre \u2014 ivoire, argent, rose poudr\u00e9 et noir charbon \u2014 \u00e9voque un luxe discret, o\u00f9 l\u2019\u00e9l\u00e9gance s\u2019impose sans ostentation.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-03.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13567\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-04-1.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13569\" \/><\/p>\n<p>La <strong>typographie<\/strong> sur mesure joue un r\u00f4le central dans la coh\u00e9rence du syst\u00e8me visuel.<br \/>\nSon dessin \u00e9quilibre rigueur g\u00e9om\u00e9trique et chaleur humaine, clin d\u2019\u0153il \u00e0 la pr\u00e9cision du m\u00e9tier de joaillier et \u00e0 la dimension \u00e9motionnelle de la marque.<br \/>\nLa direction artistique photographique, port\u00e9e par <strong>Miranda Kerr<\/strong>, accentue la dimension \u00e9motionnelle du rebranding : des images baign\u00e9es de lumi\u00e8re naturelle, des textures douces et un ton \u00e9ditorial qui \u00e9loigne Michael Hill de l\u2019univers du retail pour l\u2019ancrer dans celui du <em>design visuel de mode<\/em>.<\/p>\n<h3>Un design graphique qui va bien au-del\u00e0 du logo<\/h3>\n<p>Au-del\u00e0 de la marque, Clemenger BBDO a imagin\u00e9 un <strong>syst\u00e8me visuel global<\/strong> d\u00e9clin\u00e9 sur chaque point de contact : <strong>packaging<\/strong>, vitrines, site web, signal\u00e9tique int\u00e9rieure.<br \/>\nLa nouvelle identit\u00e9 n\u2019est pas un simple lifting, mais une v\u00e9ritable architecture visuelle qui structure l\u2019exp\u00e9rience client autour d\u2019un r\u00e9cit : le bijou comme symbole de lien et de m\u00e9moire.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-05.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13570\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-06.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13571\" \/><\/p>\n<p>Dans les boutiques physiques, le design int\u00e9rieur adopte un langage mat\u00e9riel sobre et chaleureux : surfaces en marbre, m\u00e9taux polis, \u00e9clairage enveloppant.<br \/>\nTout est pens\u00e9 pour mettre le produit au centre et faire de l\u2019espace une extension de la marque.<br \/>\nL\u2019<strong>exp\u00e9rience utilisateur<\/strong> (UX) s\u2019int\u00e8gre naturellement \u00e0 l\u2019espace physique, tout comme dans les environnements digitaux.<\/p>\n<h3>Refonte digitale : une UX de luxe, sobre et claire<\/h3>\n<p>Le site web Michael Hill incarne la m\u00eame philosophie visuelle : navigation \u00e9pur\u00e9e, typographie lisible, usage strat\u00e9gique des espaces blancs et hi\u00e9rarchie de l\u2019information limpide.<br \/>\nChaque \u00e9l\u00e9ment r\u00e9pond \u00e0 une logique de <strong>design UX minimaliste<\/strong> o\u00f9 l\u2019exp\u00e9rience prime sur l\u2019ornement.<br \/>\nLes interactions sont discr\u00e8tes, les contrastes de couleurs subtils, les animations utilis\u00e9es avec parcimonie \u2014 autant de choix qui renforcent la perception d\u2019une marque de <strong>design graphique premium<\/strong>.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-07.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13572\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-08.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13573\" \/><\/p>\n<p>Le parcours d\u2019achat a \u00e9galement \u00e9t\u00e9 repens\u00e9 pour transmettre une sensation d\u2019exclusivit\u00e9 : chaque \u00e9tape du processus en ligne s\u2019apparente \u00e0 un rituel, et non \u00e0 une simple transaction.<br \/>\nC\u2019est cette exigence du d\u00e9tail qui distingue un simple relooking d\u2019un <em>v\u00e9ritable repositionnement strat\u00e9gique<\/em>.<\/p>\n<h3>Photographie et storytelling : l\u2019\u00e2me du rebranding<\/h3>\n<p>La direction artistique photo, domin\u00e9e par des teintes chaudes et des compositions centr\u00e9es sur l\u2019\u00e9motion, renforce la narration d\u2019une marque humaine, proche et f\u00e9minine.<br \/>\nLes images ne se contentent pas de vendre des bijoux : elles construisent l\u2019aspiration, la confiance et le sentiment d\u2019appartenance.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-09.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13574\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-10.jpg\" alt=\"\" width=\"2330\" height=\"1652\" class=\"alignnone size-full wp-image-13575\" \/><\/p>\n<p>Le <strong>storytelling visuel<\/strong> s\u2019articule autour de l\u2019id\u00e9e d\u2019\u00ab une nouvelle \u00e8re \u00bb.<br \/>\nChaque image, chaque titre, chaque texture \u00e9voque le renouveau sans rompre le fil de l\u2019histoire.<br \/>\nC\u2019est cette alliance entre <strong>tradition et modernit\u00e9<\/strong> qui fait du projet bien plus qu\u2019une simple communication : une v\u00e9ritable d\u00e9claration d\u2019intention.<\/p>\n<h3>R\u00e9sultats et distinctions<\/h3>\n<p>Le projet a \u00e9t\u00e9 salu\u00e9 par plusieurs prix internationaux de <strong>design graphique<\/strong> et de <strong>branding<\/strong>, parmi lesquels :<\/p>\n<ul>\n<li><strong>Gold \u2013 Large Brand Identity<\/strong> aux <em>Best Design Awards 2025<\/em> (Nouvelle-Z\u00e9lande)<\/li>\n<li><strong>Distinction<\/strong> et <strong>Merit<\/strong> aux <em>AGDA Awards<\/em> (Australie)<\/li>\n<li><strong>Gold<\/strong> au <em>BADC Design<\/em> pour l\u2019identit\u00e9 de marque<\/li>\n<\/ul>\n<p>Au-del\u00e0 de la reconnaissance, la transformation de la marque a eu un impact concret :<br \/>\nMichael Hill a regagn\u00e9 des parts de march\u00e9 et, surtout, du prestige.<br \/>\nLe public a cess\u00e9 d\u2019associer la marque aux promotions pour la percevoir comme un symbole de qualit\u00e9, de sensibilit\u00e9 et de design.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-12.jpg\" alt=\"\" width=\"2252\" height=\"1276\" class=\"alignnone size-full wp-image-13577\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-14.jpg\" alt=\"\" width=\"2252\" height=\"1276\" class=\"alignnone size-full wp-image-13578\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/10\/diseno-grafico-destacado-semana-michael-hill-13.jpg\" alt=\"\" width=\"1319\" height=\"1833\" class=\"alignnone size-full wp-image-13579\" \/><\/p>\n<h3>Conclusion : le design graphique comme levier de transformation<\/h3>\n<p>La refonte de Michael Hill prouve que le <strong>design graphique contemporain<\/strong> est un puissant moteur de transformation, capable de changer les perceptions, de revitaliser une entreprise et de cr\u00e9er un lien \u00e9motionnel avec de nouveaux publics.<br \/>\nClemenger BBDO n\u2019a pas simplement redessin\u00e9 un logo : ils ont r\u00e9invent\u00e9 une histoire, une relation et un avenir.<\/p>\n<p>Dans un contexte o\u00f9 de nombreuses marques cherchent \u00e0 capter l\u2019attention instantan\u00e9ment, Michael Hill fait le choix inverse : <strong>coh\u00e9rence<\/strong>, <strong>\u00e9motion<\/strong> et <strong>sens<\/strong>.<br \/>\nC\u2019est ce qui en fait l\u2019un des projets de <strong>design graphique 2026<\/strong> les plus inspirants, une r\u00e9f\u00e9rence pour les studios de cr\u00e9ation comme pour les marques en qu\u00eate d\u2019\u00e9volution sans renier leur identit\u00e9.<\/p>\n<p>Chez <strong>Code Barcelona<\/strong>, nous saluons ce projet comme un exemple de la fa\u00e7on dont le <strong>branding strat\u00e9gique<\/strong> et un <strong>design visuel intelligent<\/strong> peuvent ouvrir une nouvelle \u00e8re aux marques qui osent regarder en arri\u00e8re pour mieux avancer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment Clemenger BBDO a transform\u00e9 une joaillerie traditionnelle en marque contemporaine de luxe accessible Dans le paysage actuel du design graphique et de l\u2019identit\u00e9 visuelle, rares sont les projets qui illustrent aussi clairement l\u2019\u00e9volution du branding de luxe que la nouvelle image de Michael Hill Jewellers. Le travail de Clemenger BBDO ne se contente pas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2456,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[479],"class_list":["post-46932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Graphisme \u00e0 l\u2019honneur : Refonte de Michael Hill - CODE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/fr\/design-graphique-michael-hill-rebrand\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Graphisme \u00e0 l\u2019honneur : Refonte de Michael Hill - CODE\" \/>\n<meta property=\"og:description\" content=\"Comment Clemenger BBDO a transform\u00e9 une joaillerie traditionnelle en marque contemporaine de luxe accessible Dans le paysage actuel du design graphique et de l\u2019identit\u00e9 visuelle, rares sont les projets qui illustrent aussi clairement l\u2019\u00e9volution du branding de luxe que la nouvelle image de Michael Hill Jewellers. 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