The Burton That Never Was

A full 360° brand repositioning concept that I did for a pitch for a job there. It was designed to evolve Burton Menswear into a modern “thinking man’s” brand. The idea reframed Burton from a functional high-street retailer into a culturally relevant, style-led destination for men who care about how they look and what they stand for.

The project delivered an omni-channel topline concept spanning brand identity, campaign platform, in-store experience, ecom, content, and partnerships – all unified by a sharper, more intelligent tone of voice and a premium visual language. The result was a vision of Burton as a brand with confidence, taste and purpose, not just clothes.