Michael Hill, the jewellery store, has just pulled off arguably one of the biggest brand overhauls we’ve seen in retail, or anywhere, in recent years. The high street jewellery store synonymous with high-street shopping centres has completely changed their brand, including its logo mark and visual branding, brand proposition, in-store experience, product lines, website, and positioning in the crowded jewellery marketplace. The only thing they’ve seemingly kept is their name, and that they sell jewellery. Chief Marketing Officer, Jo Feeney has been quoted as saying that the brand has never experienced anything like it, and the work has been grounded in “authenticity and connect(s) to our heritage and history.” The…