An award-winning redesign for Clarks, the UK’s largest shoe manufacturer and retailer. The updated brand identity, applied across an extensive suite of materials, was recognised in 6 international awards and the shoe care range increased sales by 25%.
Clarks required a complete identity redesign to complement the refurbishment of its 600 high street shop interiors, as well as ongoing marketing and advertising activity. Sensitivity was required to evolve the existing identity, which had been in use for many years. Working closely with the in-house team, we created a more sophisticated look that would work across all communications from literature and shop fascias to boxes, packaging and vehicles. Colour selections for the shoe care range reflected the new retail interiors and each product type was differentiated by its own individual colour. The new solutions were extremely well received for bringing consistency to all communications and modernising the company’s image.
Our brief to Mytton Williams was to review and update the whole of the Clarks visual identity, in line with the work we had already started on the advertising and shop interiors. All the different elements of the identity, from the Clarks script to the packaging, were carefully considered, consistent and creatively designed. This was a very large project and the collaboration with our in-house design team worked well. We are extremely pleased with the results.
Ian Wills, Head of Graphic Design
