Brand development
and strategic,
creative positioning
for Boden.
In an ever evolving
fashion market
Boden understands
the need to continue
to be relevant, on
trend and fashion
forward. However
the every day
challenges of running
an international,
multi million pound
business, often make
this difficult.
My role as brand
consultant was
to be able to give
them some brand
clarity, clarify core
brand principles and
build on them in an
appropriate way.
Primarily exploring
all aspects of the
brand and developing
new and interesting
ways of engaging
with existing
and potentially
new customers.
A second function
of the brand
development
document is to
develop, progress
and establish the
brand’s creative
direction, aesthetic
and tone of voice for
the immediate future
and years to come.
Specifically in the
case of Boden,
creating a brand
vision which is
more fashion
focused, relevant
and contemporary
but that does not
loose sight of it’s
accessibility and
classic “Designed
in Great Britain”
heritage.
Finally, the brand
development
document is to
create a blueprint,
for the senior
management,
marketing and
creative departments,
that not only serves
as a guide to brand
look, feel and
content, but also
to inspire staff and
“wow” customers.
Presentation document featuring found images.
