JOHN HARDY
Senior Art Director, Global Brand
THE PROBLEM
John Hardy had exceptional craftsmanship and a rich Balinese heritage, but the visual identity hadn't evolved. Execution was inconsistent across global markets and the craftsmanship story wasn't coming through with the power it deserved.
MY ROLE
I led the creative refresh across brand identity, campaign direction, packaging, and content production. I managed teams across New York and overseas, overseeing a content operation producing over 1,000 images annually.
THE APPROACH
Powerful, dramatic, and deeply human. Not the cold perfection of mainstream luxury but something wilder and more alive. Cinematic and bold, with real texture and personality. A luxury brand with a soul.
THE OUTCOME
Over three years, John Hardy developed a visual identity strong enough to compete at the highest level of global luxury — consistent across markets, rooted in its heritage, built for the bold customer it was always meant to serve.
