Client: Juco / David Luke
Year: 2019
Brief: Brand strategy, identity and launch campaign
The challenge
David Luke had spent years making durable schoolwear. In 2019, it spotted a gap for high-quality, modern sportswear designed around the children actually wearing it.
Kids grow, change shape and have very different relationships with sport.
The new brand needed to work for all of them, while giving David Luke’s existing schoolwear customers something genuinely new.
Our approach
Our research showed an opportunity to move away from the elite, performance-led language common in sportswear and create something more inclusive, colourful and fashion-led.
We built the brand around a simple idea: getting every body moving with confidence.
The identity moved away from elite, performance-led sportswear, using bold colour, energetic photography and a flexible ‘O’ device that could stretch, shrink, animate and work within headlines.
The result
Juco launched as a complete new sportswear offer, with the identity rolling across campaign creative, photography, social, product tags and wider brand communications.
It also marked the start of a longer relationship with Juco, giving us a brand we would return to and evolve as the business grew.
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