B O O T S
About the Brand
B O O T S – This health, beauty and cosmetics chain is the UK’s largest. With over 2,500 stores, their purpose is to help customers look and feel better. Boots UK is part of Walgreens Boots Alliance, Inc, and is well known for brands such as No7, Boots Pharmaceuticals, Botanics, Soap & Glory and Champneys to name a few.
Challenge
The UK brand was slightly off-trend for the American consumer. Design in the US was different than the brand’s current look and bridging this gap to ensure a foothold in the market was key—especially while keeping the brand intact.
Solution
Work with the marketing team as art director, designer and advisor to all creative being produced in the States to ensure consistency in voice, color, composition and photo usage for the American market.
Create US Brand guidelines for each of the Boots product lines.
POS restrictions for in-store displays were to be challenged.
Work with copywriters to ensure nothing is lost in translation.
Build a creative team to support the growing marketing team and the projects.
Result
Although the exercise was immeasurable, Boots had a significant amount of growth that was on-par with their budget and spend. What did matter was educating the team on the US design trends and forecasting for the near future.
Banners were created initially for in-store use but served multiple purposes for events and other advertising opportunities.
Print advertising expanded into the Canadian market as well as the design look and feel.
