celebrating ageless life connectors



Brand Strategy

Brand Identity

Brand Content

Brand Environment


Re-positioning and re-energising the UK’s largest shoe manufacturing Brand. 360 brand acceleration, from strategic planning to creative execution.


Strategic framework built on consumer insights that helped forge a new brand world ‘made for those that count.’ A celebration of amazing ‘life connectors’ in all their glory.

Championing attitude over age, highlighting their joy, their energy and their desire for style without compromising quality and comfort.

The most commercially important retail audience in the UK. They have been for the last 40 years – the baby boomers. Far from slowing down they actively seek out new challenges and experiences.


From parents to grandchildren, from friends to work colleagues, life connections have never been greater. Still full of ambition and energy. Still engaged with the world of fashion with the spending power to enjoy it. Well-being is more than a marketing buzzword. It’s a lifestyle. And yet… increasingly this audience is invisible to brands seemingly more interested in millennials and Generations X and Z!  

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A brand world expressed through a 360 integrated campaign conceived and executed across TV, print, direct brochures, e-commerce, social and retail environments.





The Hotter Comfort Lab is Hotter’s value platform, the reason to believe in Hotter quality and performance; so that customers know they can trust in the functional benefits of ‘Fit, Bounce, Flex’ in every pair of Hotter shoes. Three pillars sit at the heart of the Hotter Comfort Lab reflecting the marriage of human craft and technology -  British performance and creativity, inspired craftmanship, innovation and world-class production.