Jones Bootmaker
Having worked with Jones since 2001, we were briefed in 2009 to redesign the brand environment and graphic communications. The new concept draws inspiration from an architectural aesthetic of ‘tone and texture’, to create a stylish and simplified direction for the brand. The overall aim is to present the brand’s signature expertly crafted collections in a refreshingly contemporary and versatile environment – to create a luxurious, unrushed retail experience.
We were also briefed to reposition Jones’ art direction. We felt that the previous lifestyle-led photography was dated, so moved towards a simple and stylish still-life approach, pared back to highlight the quality of the shoes. After a year of still life, we chose a new fashion-focused direction, and an expressive, less serious approach. Our campaigns are now biannual, rather than the previous four per year – a stronger statement for the brand. Autumn / Winter 2011 ups the stakes once more, to compete with the best on the high street.
Project testimonial
“The store has been specifically designed to give customers a unique and luxurious retail experience ”
