Margot McKinney

About Margot McKinney

Margot McKinney is one of Australia’s most iconic luxury jewellery designers, renowned for her bold use of colour, rare gemstones, and globally celebrated collections. Her pieces are treasured by collectors and worn by international tastemakers. To elevate the digital and visual presence of the brand, Margot McKinney engaged Metrix to refine her branding and creative direction.

Challenges

The brand already had a strong legacy and an elite customer base, but the creative execution across digital and campaign assets needed a more cohesive and elevated touch. Key challenges included:

• Inconsistent Brand Storytelling – Visual and messaging elements varied across digital channels, lacking a unified luxury tone.

• Modernizing Without Losing Heritage – Updating the brand’s digital look and feel while maintaining the timeless elegance Margot McKinney is known for.

• Creative Direction Gaps – Campaigns and assets required a more refined and high-fashion direction to match the brand’s premium positioning.

Approach

Metrix worked closely with the Margot McKinney team to define a refined creative direction that could serve as the foundation across all brand touchpoints. From colour palette and typography to campaign moodboards and social content styling, the focus was on cohesion, elegance, and recognizability.

Strategy & Execution

Our branding and creative work focused on positioning Margot McKinney as both a heritage luxury brand and a global tastemaker:

• Visual Language System – Refined brand colours, typography, and layout systems to match high-end industry standards while honouring the brand’s vibrancy.

• Creative Direction Guidelines – Built detailed guides for campaign shoots, product photography, and social media styling to unify all visual outputs.

• Tone of Voice Refinement – Defined a consistent tone across website copy, campaign language, and editorial content that reflects elegance, curiosity, and global prestige.

• Asset Templates – Designed adaptable digital assets for Instagram, lookbooks, newsletters, and packaging, ensuring premium consistency at scale.

Outcomes

With a revitalized creative foundation, Margot McKinney’s brand now presents with more confidence, clarity, and visual storytelling power. The refined direction has been adopted across digital campaigns, store collateral, and international showcases — ensuring the brand is as captivating online as it is in person.

Key Results

5

+

Branded asset systems created for social, web, and packaging

2

+

Cohesive campaign style guides implemented

29

%

Increased customer engagement time