Feeney

For over five years, FEENEY has worked alongside Hamilton to evolve its legacy, guiding the transition from Hamilton Holden to Hamilton MG. Understanding the importance of brand equity and customer loyalty, FEENEY developed a multi-channel rebranding strategy that carefully balanced the dealership’s long-standing history while introducing a new automotive brand MG. At the heart of this strategy was the campaign “There’s more to see at Hamilton MG,” designed to generate excitement, curiosity and introduce MG as a natural evolution for the dealership

To strengthen Hamilton MG’s presence in the market, FEENEY executed a series of high-impact advertising campaigns across out-of-home (OOH), radio, and digital media. Recognising OOH as a powerful brand-building tool, the campaign utilised bold, memorable messaging and striking designs to capture attention and drive awareness. These visual elements were mirrored across digital and radio campaigns, ensuring a cohesive and recognisable brand presence across all touchpoints. The radio strategy reinforced key messages through a balance of frequency and reach, while the digital performance marketing campaign was optimised to generate high-quality leads and increase foot traffic to the showroom.

Through a strategic, multi-channel approach, FEENEY repositioned the Hamilton dealership as a premium MG dealer, strengthening brand awareness, increasing market recognition, and driving sales. By combining creative storytelling with targeted marketing tactics, Hamilton MG continues to be one of the most highly recognisable and trusted dealership in South Australia. This carefully planned brand strategy honours Hamilton’s 35-year legacy and enabled the dealership to thrive in the competitive automotive sector. Off the back of their success a second dealership in Reynella was opened in 2023.

Glengyle Finance is your trusted partner in navigating complex financial landscapes, taking a personal, proactive approach to commercial debt advisory. Designed by FEENEY, this new brand identity embodies their commitment to clarity, confidence, and growth.

The design of a new website continues to elevate the brand's identity online showcasing their depth of knowledge and full breakdown of services. The icon system draws from the repetition of shapes within the logo, resulting in a distinctive set of marks that represent each service offered. These icons can also be arranged in patterns, adding depth and versatility to visual materials across multiple mediums.

By applying the logo and icons in different scales, compositions, and colours, the brand ensures a cohesive yet dynamic presence, enhancing recognition and recall across all touchpoints.