Our F.Hinds highlights of 2023

In 2022 we celebrated 20 years of working with British family jewellers F.Hinds.

Proudly independent, they were established in 1856 with a single shop in Stamford, Lincolnshire. Today, they have over one hundred stores on high streets and in shopping centres across the country. Their jewellery has marked many a meaningful milestone for families everywhere. And from brochures to branding, loyalty schemes to promotional themes, it’s been a delight to support them as they’ve expanded their market both on- and offline.

Just a few weeks into 2024, we’re busy with new F.Hinds projects. But before we get too far into the new year, we want to take a moment to look back at our Hinds highlights from the past twelve months.

Point of sale with real character

Each year, F.Hinds run a carefully planned calendar of events and offers to stimulate engagement and sales. These include seasonal tie-ins like Valentine’s, Black Friday and Christmas, interspersed with discount promotions. Each of these is supported by a bespoke suite of in-store point of sale (POS) assets alongside digital animations and comms to promote incentives online.

Over the years we’ve developed a bold aesthetic for these campaigns combining the flexibility of eye-catching, distinctive visuals with a consistent F.Hinds tone.

Party time for playful penguins

In autumn 2023, we were briefed to create a POS suite to market a winter sale.

The chosen concept featured an attention-grabbing parade of playful penguins. Some invited customers to Slide into our winter sale and some were on the march, subtly accessorised with watches, jewellery, and a branded gift bag. Animated graphics were created for social channels and in-store screens, which served to draw in passing customers.

Joseph & George – heritage for him 

In 2023, two collections of men’s jewellery were brought together under a single brand to accommodate an evolving product range. Of the names we proposed, the chosen moniker, Joseph & George, references the father and son founders who helped establish the business back in the 1800s. 

We used a clean, modern typeface for the logo, staggering the names as a nod to the father-son relationship in the Hinds family tree. Then, we linked them with a bold ampersand. A bespoke backdrop hosted the logo for store POS and web banners featuring a photographic collage of F.Hinds storefronts as they’ve developed over more than 150 years.

The result is a brand that blends old and new – recognising F.Hinds’ unique heritage while engaging a modern, intergenerational audience to gift and wear the ‘J&G’ range.

A loyalty competition that’s just the ticket

Back in 2020 we helped brand and launch the Love Hinds loyalty programme. Then, in 2023, we were asked to give it a well-deserved boost. A mini campaign encouraged Love Hinds memberships with prizes offered in partnership with Take Time Experiences.

We created a Golden Ticket theme in line with the Love Hinds look and feel. Delivered across assets, it targeted shoppers both in store and online via socials, email and the F.Hinds website.

There was an impressive increase in Love Hinds sign-ups, with 26,000 new members joining the loyalty programme across the year. That’s what we call a resounding success.

Turning launch marketing into a broader brand-building campaign

The launch of two new stores called for a big splash including hoarding, posters, digital screens in host shopping centres, bus and press ads, and social media content.   

The brief was to introduce new store locations and the products and services on offer. But we saw the potential to build a more emotive brand campaign that could be used for further store launches in 2024 and to engage customers in existing locations, too.

Drawing on F.Hinds’ unique heritage, we elevated their strapline, Family jewellers since 1856, by making it the lead message. We then created a flexible polaroid mechanic to showcase a range of product and lifestyle imagery. It referenced both the breadth of F.Hinds’ offer and the moments and memories a special purchase can evoke.

In addition to fulfilling the marketing team’s immediate campaign requirements, we produced templates they can easily adapt themselves for ongoing store launches and promotions.

F.Hinding the future

It’s wonderful to reflect on twenty years of sparkling collaboration. Looking ahead, we’re excited to see our partnership flourish across 2024 and beyond. Watch this space.

About Megan

Senior Designer