To reposition George as a more relevant, fashion-conscious brand within a saturated supermarket clothing market, with minimal disruption to its core customer base.

Delivered a holistic brand refresh built on new audience insights. Developed a confident, editorial design language, new packaging systems, updated in-store comms, and a tone of voice toolkit for internal and external use. Created full campaign toolkits and seasonal templates to increase agility across touchpoints.

The rebrand helped George defy sector trends, driving a 13.4% uplift in sales against a 5.5% market decline. Customer engagement and brand sentiment rose measurably, with increased loyalty and press visibility. The One Off’s remit doubled from £600k to £1.4m annually as George appointed the agency lead creative partner across fashion, kidswear, and brand experience.