Challenge

The Aber Diamond Corporation approached Point One Percent to conduct a brand assessment of Harry Winston as a potential acquisition. Through diligent target research, it was determined that attracting new customers was hindered by a perception that the brand was intimidating, aloof and “not for me.” Post-acquisition, Point One Percent was charged with developing a marketing template to be rolled out for global expansion.

Solution

Point One Percent cohesively gelled the brand into one meaningful expression that was consistent across all media but still allowed room for introduction and an increase in brand awareness. Point One Percent also devised a re-launch of all facets of the brand’s positioning, from the logo to the website, leading with the concept of a “5th C”, the element of Character that sets Harry Winston diamonds apart from competition.

Results

The brand re-launch resulted in the strongest December sales on record. Further, this successful reinvigoration established a strategic and creative platform for global expansion, resulting in the opening of 10 additional international salons and more than doubling revenue.