Leading the audience strategy and its translation into creative direction, styling, casting and content planning across the customer journey.
Branding & Design
Creative Direction
Styling & Casting Direction
Social Creative Development
Strategy & Process
Audience Segmentation
Creative Strategy
Messaging Framework
Creative Performance Analysis
Content & Comms
Audience Content Planning
Production Briefs
Product Storytelling
Campaign Amplification
Growth meant reaching a new customer and earning a place in a wider wardrobe.
Barbour’s strong associations with countryside living and wax jackets were only part of what the brand could offer. The challenge was to become relevant to a younger, more fashion-conscious consumer while broadening demand beyond seasonal outerwear. Both ambitions needed to build on the brand’s heritage and preserve its connection with existing customers.
The brand already held qualities that a new audience could value.
The care given to wax jackets needed to carry through the rest of the collection.
Knitwear, polos and dresses needed compelling reasons to be chosen in their own right. The strategy extended Barbour’s emphasis on craftsmanship, materials and style across the wider range, giving these products a stronger place in the brand story. That value needed to remain visible from the first encounter with the brand through to purchase.
One brand, expressed differently for the people encountering it.
Creative evolved according to the audience and channel. In established customer environments, familiar brand cues remained, with refined messaging and more contemporary styling. On social, the direction placed greater emphasis on fashion relevance, product choice and formats suited to how younger audiences discover clothing. This provided a way to modernise the brand’s expression while retaining continuity.
A change in direction needed a change in how content was made.
Barbour’s social activity had relied heavily on adapting campaign imagery produced for wholesale partners. The work established a more deliberate approach to social, with audience needs informing briefs, casting, styling, format and creative execution from the outset. It connected the wider brand ambition with practical decisions about what the team should produce.
My involvement also covered ongoing creative briefing and performance reviews, brand-lift evaluation, and paid-social amplification of Barbour’s Christmas campaigns, including Wallace & Gromit and Shaun the Sheep. This supported the broader work to connect brand communication, product storytelling and commercial performance.
