— De Beers
Realigning a global brand for a new strategic future
The challenge?
Help de Beers to shift its perception from a luxury brand to a broader narrative: the world’s leading diamond company operating across the entire value chain—from mining and technology to retail and diamond grading. Demonstrate De Beers' strength as an independent company in a new chapter of growth, as it splits from Anglo American.
How Hailhurst helped
De Beers comms team partnered with Hailhurst to help reshape its narrative and update its website by creating engaging global content that clearly communicated its strategic direction.
Together, we:
Crafted messaging that showcased the ‘Origins’ strategy in action
Reflected a new, more inclusive corporate identity
Simplified and streamlined content to speak to
a wider audience,
including potential
investors
Applied a tone of
voice that was authentic, engaging, and aligned with the refreshed brand
We were extremely pleased with the support we received from the Hailhurst team during the development of our new corporate website. Their writing expertise and project management support were evident in every aspect of the build, resulting in an elevated and consistent tone of voice throughout our new website. Would highly recommend them to anyone.
The result is a corporate website that confidently tells the De Beers story—not just where the company has been, but where it's going.
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How we can help
Change and transformation communications
CEO and leadership messaging
Digital (website) copy including blogs, case studies and updates
Regulatory report content
Employee engagement content including intranet updates, employee spotlights, newsletters, campaigns
Social media posts, planning and management
Governance - updating and editing governance-related publications such as policies, codes and commitments
You set the strategy.
We help you deliver it.
At Hailhurst, we understand the pressure to communicate quickly, accurately, and meaningfully inside complex organisations. We work alongside internal engagement and corporate comms teams to deliver content that builds trust, drives understanding, and brings strategy to life — without adding to your team’s workload.