'The Original Button Up Since 1963' - Brand Concept.
Creating a definitive and consistent message for the brand; one which tapped into the essential truths of Ben Sherman.
I created the concept of “The Original Button Up Since 1963”, which dealt with the specific styling choice, inherent to Ben Sherman, of wearing the top button of the shirt fastened.
It spoke to a sense of ‘mod’, pride in appearance, importance of detail, code and London style, which were territories the brand could own and expand upon.
It was also polarising - which was a good thing! It meant that the brand stood for something again. And after many years of relative inconsistency and perhaps chasing irrelevant trends, this new campaign allowed the brand to re-visit its core meaning and gave the brand a lens through which all activities could be viewed and gauged.
CONTRIBUTING SKILLS.
Concept, Music Creation, Art Direction, Brand Identity, Film Editing
Behind-the-scenes and concept launch film.
