Richard Midgley/Creative

“Contemporary Country Loving” is the core brand sentiment at Joules and it’s at the very heart of the brand’s DNA. An authentic statement that belongs to a brand who’s roots can be directly attributed to a country heritage, literally “born in the fields of Great Britain” Tom Joule would sell his products at country shows to country folk. Offering them quality apparel that was exciting, colourful, cheerful and above all fit for purpose. Much more than giving his customers a lifestyle choice, Joules became a brand that represented a way of living.

As Head of Brand and Marketing Services I helped develop this brief and led the creative department to ensure effective delivery against it…creating a compelling brand story telling piece for each seasonal campaign where every detail…casting, location, styling, lighting and narrative are all carefully considered. Using photography and film-making, we set out to develop and deliver proprietary brand assets to support various media platforms and form the core communication and content piece for this multi channel retailer.