Paul Smith, by nature, are progressive thinkers, they've always done it differently. But as the brand grew globally, its successes were watering down its potent personality and natural rebelliousness. In the process of reaching out to bigger audiences, the brand had lost its distinct angle in the industry.
Our idea was to return to what makes Paul Smith the formidable force it is. To help them reach a new audience by communicating what the brand has always stood for we distilled the brand down to a simple human truth, the celebration of Artful Independence.
We believe in the power of creative business transformation. Working closely with Sir Paul and his team, we uncovered and redefined the vision, values and voice. And to ensure we delivered on the promise, we created seven strategic directives for the future of Paul Smith.
We made specific, actionable recommendations on everything from sustainability goals and visual direction to Paul’s role within the business. Our work acted as a plan to set a bold new attitude and a clear course for the future that could galvanise Paul and his team, and inspire the world.
