When Redfoot Shoes asked us to create an entirely new brand identity, their ambition was as clear as their innovative product offer. Having evolved from a respected line of North West shoemakers, they were looking to make their brand more relevant to the UK fashion market as well as expanding their international supply chain on the popularity of key products such as their patented folding flats and rainboots. For that they required a brand that would serve as a consistent touchstone across their marketing and that would sit comfortably across all product lines, in any promotional environment. The first phase involved creating a brand with these characteristics which we achieved
. The second phase was about devising a prescriptive document on how to apply it.
So we created a set of clear and comprehensive (and friendly) brand guidelines that looked and sounded like Redfoot Shoes. This would ensure that the brand, applied online, in print or in store by any future brand custodian, never loses its good looks or personality. The document lays out the complete footprint of the brand from logo usage, typography, tone of voice to image usage, multichannel marketing and point of sale/retail application, and will add to Redfoot Shoes’ confidence as they grow operations and promotional activity. Essentially, they now have the building blocks of the brand and instructions on how construct it on any platform, in any situation.