The Back to School shoe buying season gets underway on the UK high street in August. Each year we create a new campaign for Johnsons Shoes and Bowleys Fine Shoes. We always aim to go that much further with the design concept eager to avoid the tired chalkboards and satchels – incredibly many large retailer are still relying on this theme!
Seasonal Back to School graphic design for shoe shops
For the 2019 Back to School season we gave a nod to historical fables and stories still loved by children and adults. the Owl and the Pussycat and Goldilocks and Three Bears. With a little twist our pussycat became a superhero and the bears bowls of porridge the choice of shoe sizes.
We devised creative headlines and body copy designed to engage parents to make an appointment to get their children’s feet professionally measured. We tied the whole story together with a range of animal footprints to highlight how each child is unique.
Large format vinyls and shop window graphics
Each of the shoe shops reserve their prime shop window space for the Back to School campaign graphics. We designed large format vinyls which were installed on the exterior pillars at the entrance to four stores. Featured in the main window display were A0 posters, window clings and vinyl cut graphics which we carefully design to attract the passing trade.
Revisiting a seasonal creative campaign year on year
Our previous Back to School shoe campaigns have taken a graphic design cue from street art to text book doodles. We think about the emotional side of a purchase. Getting new school shoes signals a new academic year and fresh opportunities for the child. The parent is concerned about choosing quality brands, comfort and fit. Plus, they need to be sure their school will approve of the style!
Our client has forged excellent relationships with the schools local to each of their shoe shops located throughout Buckinghamshire, Berkshire, Surrey and Middlesex. We design an A4, double sided sheet using the campaign design. Each school is able to specify their accepted girls and boys styles which we then overprint onto the base sheet. The finished flyer is then distributed to parents and uploaded to the Johnsons website.