M&S Clothing & Home 

New store concept and comms 

Following the success of our M&S Foodhall renewals store concept, we were asked to give Clothing & Home a

much-needed makeover for the modern mainstream customer… starting with the launch of the new 10,000 sqm

flagship store in April 2022.

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I created a clear strategic positioning with an ambitious goal:

Be less like sheep, and get ready to ROAR.

Relevant: Was this new identity relevant to M&S?

Ownable: Could M&S own this new identity?

Authentic: Was it true to the wider M&S vision and brand?

Remarkable: Would it inspire both M&S and its customers?

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With a bold typeface, clean design and eye-catching messaging - simplicity lay at the heart of the new identity. We created mini identities to give high-profile ranges more standout in store... The Edit, Denim and Trouser Studio to name a few. I was responsible for concepting, messaging hierarchy, store navigation comms planning, TOV through to the copy on signage and on every piece of POS.