Challenge
Jones Bootmaker is a cherished British footwear brand with over 150 years of heritage. While the brand holds strong positive associations with quality and craftsmanship, it risked feeling outdated in a rapidly changing retail market. The challenge was to rekindle relevance and appeal without losing the equity built over generations. This was about evolution, not reinvention.
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Solution
Equator partnered with Jones Bootmaker to carefully balance heritage and modernity. The strategy focused on celebrating craftsmanship and history while presenting the brand as confident, contemporary, and commercially adaptable.
- Defined a refreshed brand positioning grounded in quality and provenance
- Developed new art direction that balanced heritage cues with modern fashion sensibility
- Created a through-the-line campaign adaptable across channels and seasons
- Introduced a flexible creative platform designed to scale and evolve over time
- Subtly referenced the brand’s glamorous past without leaning on nostalgia
- Ensured consistency across retail, marketing, and brand communications
Results
Renewed brand relevance while retaining heritage credibility
A flexible campaign idea capable of supporting long-term retail activity
More precise alignment between brand story and contemporary customer expectations
Outcome
Jones Bootmaker unveiled a revitalised brand that honours its heritage while confidently embracing a new era. The work retained what customers trusted, modernised how the brand expressed itself, and built a platform capable of supporting sustained retail growth without losing its essence.