Two months of research revealed the innovation in M&S women’s shoes to be misunderstood. The technology in the shoe is fantastic but difficult to explain in a succinct way. In short it needed a positioning overhaul to bring it to life.


Working closely with the innovation team we got to grips with the issues: store visits, customer interviews, in-store staff meetings and stopping customers in the stores. Nothing beats talking to the customer. We developed a number of brand identity approaches, while thinking about merchandising methods, product execution and in-store detailing.


The result is Enhance. The reaction both internally and from customers was fantastic. M&S now have a brand structure that exudes the benefits, can drive new sales and gives them room to develop further innovation.

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