Case Study ↓
Brand Strategy, Visual Direction
Building a US footprint for a 150-year-old Aussie brand.
Australian boot manufacturer, Blundstone, was looking to turn their 150-year-old iconic brand into a global phenomenon. The catch? The brand, barely known in the US at that time, had to be launched in 4 months to coincide with the global rollout of Blundstone’s limited edition boot.
Transforming fans into brand ambassadors with #HowIRoam stories
Doing what we love sets us free. For many of us, social media provides a momentary escape from reality. It allows us to share our passions and experience things vicariously through those we follow. That was the insight that inspired us to create the #howiroam Instagram photo contest—a social media campaign that encouraged Blundstone fans to share moments of living life to the fullest for a chance to win great prizes—through the years these included a Ducati Scrambler motorcycle and a trip to Tasmania. The #howiroam hashtag took on a life of its own with fans tagging their photos beyond the contest.
Building a compelling digital experience that translates into sales
Traditionally sold purely through retail, Blundstone wanted to create a digital experience to tell its brand story, further connect with fans, and offer an e-commerce experience that is fast, seamless, and mobile-friendly. We rebuilt the UX from the ground up, gave priority to imagery that told the brand story, and developed a compelling mobile experience that allowed the brand to double its sales in the first few months following the launch
Honing in on what sets the brand apart visually
Apart from brand shoots, Blundstone collaborates with influencers and creative independents for content creation. To keep the visual voice coherent and guide these collaborations, it was important to define what the brand stands for, the types of people and situations it portrays as well as how the product is shown.
Product story told through lifestyle
Through a series of weekly newsletters, we showcased new product arrivals as well as highlighted Blundstone's iconic styles. Focus on quality lifestyle imagery that tells a story was key to conveying brand spirit as well as show the functional benefits of the boot.
#LiveInMyBlundstones Campaign
People who wear Blundstones swear by their comfort and never miss a chance to talk about a special bond they have with their boots and all of the adventures they have embarked upon together.
In celebration of the 50th anniversary of the Original 500 boots, the style that started it all, we will launch the “Live in my Blundstones” campaign—a series of profiles featuring interesting individuals from various professions (craft, filmmaking, music and more) who are passionate about their Blundstones and rely on them to live their life their way.
