Dalziel & Pow refashions footwear retailer

Dalziel & Pow is rebranding footwear retailer Gordon Scott.

The consultancy was appointed to the work at the end of last year, having worked with Gordon Scott brand-owner A Jones & Sons for nine years, according to Dalziel & Pow marketing director David Wright.

Dalziel & Pow also recently redesigned the brand environment and graphic communications of A Jones & Sons brand Jones Bootmaker.

The project for Gordon Scott covers a new brand identity, communications, art direction and environment work.

Dalziel & Pow says the work is designed to underline the premium position of Gordon Scott, and takes inspiration from premium fashion brands. The consultancy says the work ’draws confidence from contemporary styling, to create a furniture-based scheme, set against a striking tonal architectural box with the support of fashion-focused photography’.

The shopfront uses a chocolate-coloured frame, which the consultancy says contrasts with the pure white logotype of the new brand identity.

Walnut-stained timber and back-painted glass wardrobes are used on the ground floor of the store, along with chrome-finished furniture, textured carpets and limestone flooring.

On the first-floor children’s footwear department, American oak wall panels and bench seating are used with cornflower blue and white wardrobes and coloured-glass pendant lighting.

Dalziel & Pow has also created packaging and in-store communications for Gordon Scott, using a grey-and-black palette and fashion photography which the consultancy says ’adds a confident and personal style’.

The branding and environment work will be launched at Gordon Scott’s flagship store in Solihull at the beginning of June, and will potentially be rolled out across the rest of the retailer’s estate.

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