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M&S Menswear — Brand Development

Repositioning and developing M&S’s photography for their three most successful menswear brands. We were asked to write the brief for the next four seasons of global fashion campaigns, providing a synergy across all M&S image output that continued through to womenswear. Tone of voice, casting, lighting, attitude and brand emotion were developed, finally cemented into three guideline documents for Collection, Blue Harbour and North Coast. Work that made sure the same DNA ran through all of M&S’s fashion and lifestyle-led brand imagrey. Work completed as creative lead in a consulting capacity for the Wednesday agency. M&S

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