A New World of John Hardy.
John Hardy had spent nearly fifty years building a reputation around Balinese craftsmanship, but the brand lacked a contemporary point of view. Working alongside Reed Krakoff, we led a complete transformation of the business—redefining every touchpoint from identity and packaging to product, photography, retail, and digital experience.
Rooted in artisan craft yet viewed through a more modern lens, the new vision established a clearer position within contemporary luxury while preserving the heritage that made the brand distinctive. More than a rebrand, it was the creation of an entirely new world.
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Objective
Reintroduce John Hardy for a new generation—evolving the brand from a heritage jewelry company into a more contemporary luxury house while preserving the craftsmanship and authenticity at its core.Strategy
Build a luxury brand around the spirit of craft rather than the story of craftsmanship.Execution
Created an entirely new visual and verbal identity for John Hardy—introducing a youthful, fashion-forward expression across brand identity, packaging, product, photography, retail, and digital. A vibrant new luxury world inspired by creativity, individuality, and the spirit of Bali.Impact
Repositioned John Hardy for a new generation of luxury consumers.
Contributed to annual sales surpassing $100M.
Drove 20% year-over-year business growth.
Doubled performance in men’s and gold jewelry categories.
Established a unified brand vision spanning product, packaging, retail, digital, and communication.
A World of Gifting.
Following the brand transformation, the Holiday campaign extended John Hardy's new visual language into the season, bringing its bold, contemporary point of view to holiday gifting.
From the jewelry to the newly elevated packaging, every element was treated as an object of desire within the brand's new visual world.
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Brand Transformation
Creative Direction: Michael Riso, Larissa Modenesi
Art Direction: Katie SmithCampaign 2023-2024
Creative Direction: Michael Riso, Larissa Modenesi
Art Direction: Katie Smith
Creative Chair: Reed Krakoff
Photographer: Amy Troost
Director of Photography: Theo Stanley
Styling: Katelyn Gray
Still Life Photography: Travis Rathbone
Prop Styling: Linden Elstran
Set Design: Whitney Hellesen
Agency: Team Laird