Saturday is to revamp the Kurt Geiger brand, with an updated visual identity and communications campaign scheduled to launch next month.
The group, which won the work following a three-way credentials pitch in November, will also update packaging, revamp the retailer’s website and create advertising and point-of-sale material for the brand. The initiative is part of the retailer’s move to position its core brand as a ‘high fashion’ offering.
Saturday creative director Erik Torstensson says finding an appropriate photographer and casting the right models were key elements of the work. The first advertising campaign is being shot by Lee Broomfield.
The group’s concept moves away from category norms and will focus heavily on product, says Torstensson.
‘Shoe brands tend to use [whole body] shots rather than focus on the shoe. In contrast, we’re using close-up shots of the shoe in-situ [plus] portraits of the models.’
An advertising format that delivers a more consistent approach for the brand is also important, says Torstensson. ‘In the past the brand has lacked consistency and hasn’t built recognition. We’re aiming to achieve standout and personality within a format that can run for more than one season,’ explains Torstensson.
Kurt Geiger’s other two brands, KG and Carvela are not included in the project.