Boden, Creative Direction

Creative Direction for Boden, leading Art Direction, Graphics and UX teams. Comprehensive rebrand with the objectives of modernising and strengthening the business whilst keeping core values and customer central. The result; brand guidelines including a new logo that borrowed the from the ‘90s original, a flexible set of brand-codes, colour/material palettes and new fonts, including a handwritten/painted font from the founder. Along with the visual identity we implemented a more strategic approach to photography with new roster of talent, more contemporary casting and a focus on styling. For site experience we put in place a new team of digital/service designers & researchers, with Design Thinking and Agile practices at their core we created a simpler, sleek UX resulting in a significant conversion uplift and a more beautiful brand experience.

Photography Approach

  • LIFESTYLE: to present product in a consistent, aspirational way, demonstrate the brand spirit & feel British where possible. For top of marketing funnel and key placements. Reduced the volume of lifestyle photography to fund improvements to e-commerce.

  • Sense of spirit, British where possible

  • STUDIO: to reinforce key categories, show curation, establish authority.

  • E-COMMERCE: To convert. Clean, clear, modern, commercial. With a high proportion of customers experiencing performance placements and entering directly to PLP or PDP we shifted resource from lifestyle to E-commerce where opportunity was greatest. Set up in-house studios to improve consistency, reduce costs and provide greater flexibility.

Thank you to all the internal creative & production teams as well as contributors who helped make this happen. Kimmy & Co for Brand refresh, Photogrpahers, Scott Trindle, Ben Weller, Nick Riley Bentham, Luca Campri, James Harvey-Kelly, Greg Harris and many more.

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