Reimagine the Denim department across both in-store and digital, with a focus on demystifying key details like fit, rise, and price. The goal was to simplify the shopping experience and drive conversion in a competitive market.

Developed a bold, confident visual identity using strong typography and colour to give the Denim offer standout within George’s wider brand architecture. Created a streamlined fit guide applied consistently from ecommerce through to swing tags and packaging — making it easier for customers to find their fit fast..

Launched in parallel with similar high street updates, the refreshed denim identity stood out — driving a +15% uplift in weekly sales. Online performance was particularly strong, with the clarity of the new sub-brand boosting click-through and conversion.