EVERY SELF-RESPECTING MAN WILL HAVE A PAIR OF RED WINGS IN HIS CLOSET

RED WING MISSION

RED WING lifestyle Branding & marketing consultancy

The Brief: evaluate the Red Wing Lifestyle brand and advise on brand direction & marketing spend in EMEA.

PEOPLE HAVE PERSONAL PASSION ABOUT THE BRAND’S DIRECTION, BUT THE WORLD

RED WING LIVES IN HAS CHANGED

PARTNER INSIGHTS

In answering the brief, we rallied around one thing: Red Wing’s heritage is a rich source of stories and an opportunity for the brand to connect with the emerging

consumer while continuing to deepen the relationship with the core consumer…

responsibly

We interviewed the Red Wing lifestyle team and its retail partners.

.BRAND BELIEFS.

⥤ CREATE A SOCIETY OF EVANGELISTS PEOPLE CARE ABOUT YOU & WHAT YOU DO. SPARK THEIR INTREPRETATION.

⥤ MINE AGAIN DIG AFRESH, EULOGISE ABOUT YOUR HISTORY.

⥤ EXPERIENCE CREATORS THE PAST, CURRENT & FUTURE ARE CREATED BY SELF-RESPECTING MEN.

⥤ HERITAGE HAS TO BE MADE RED WING IS WORN & WEATHERED. PROVE YOUR AUTHENTICITY. THE LEGACY LIVES.

⥤ BUILD BRIDGES SPAN THE DIVIDE & ENABLE TWO-WAY COMMUNICATION.

BELIEFS THE BRAND WOULD GUARD WITH THEIR LIVES

We built a set of brand beliefs to spark creativity within everything Red Wing

would go on to do from sales training, to retail marketing and online.

TO HONOR EVERY WORKING MAN’S

ACHIEVEMENTS AND AMBITIONS

And came up with a vision that could overarch sales, retail and marketing

DEFINING HOW THE PARTS FIT TOGETHER AMPLIFY THE BRAND DIRECTION AND ENHANCE

CONSUMER CONNECTIVITY

MARKETING PLAN

What followed was an internal document to create the shift to consumer

connections, propose the online foundation to amplify brand stories at the

EMEA and local level, and connect with consumers online