RE-POSITIONING BRITAIN’S OLDEST LUXURY SHOEMAKER

Church’s heartland audience are aging and buying less, yet the brand was considered “dusty” by younger luxury shoppers - a major issue for growth. Leading the creative team at Portas, the Prada Group asked us to re-position them for today’s global luxury consumer, without alienating their core older audience.

We centred the brand around a theory of legacy meets modernity. Britishness needed to be managed subtly and authentically without falling into cliche’s. We re-set the brand strategically & creatively including new design direction, photographic style, tone of voice and brand behaviours.

Here’s a few pages from the resulting brand book…