UNDERGROUND L+L

UNDERGROUND SHOES - Never Known campaign shoot with model Harmony Boucher

Underground - 8 Berwick Street Soho, London, England

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LYNCH+LEIGH:

UNDERGROUND (2011-2013)

Creative/Brand-Strategist
Account Handler
Planner
Media Planner/Buyer

Underground was our largest and most long-term client. Initially approached for a small amount of design work in early 2011 we quickly convinced the client’s founder, MD and salesmen that although they had a very popular and on-trend hero product (the brothel creeper shoe), they had almost no solid brand equity and an inability to own any IP on their hero product; they simply had a good B2B company/brand that at the time had a majority share in the creeper market, we felt the company was suffering from 'inertia by proxy' of its newly found success, and that it had no clear strategy for longevity once market forces and fashion trends inevitably changed, we convinced him this was a weak position. We undertook a thorough research phase and as a result, were commissioned to devise a marketing plan and brand bible that would capitalise on their hero product’s popularity, preventing competitors and substitutes taking too much of their market share in the short term and, most importantly, give the company a new found longevity and brand equity greater then any one product. In the first stages I worked as researcher, strategist, planner and general business consultant, but soon became the brand’s outsourced marketing/brand manager. Towards the end of the contract, I also became involved in product development.

After disbanding LYNCH + LEIGH in 2013 I was approached to work directly for the brand, both in-house and as a consultant. You can see more of this period of work I undertook for the brand here