CHOOSE PROJECT
Project created in partnership with Perfect Storm
Top challenges we overcame
We reviewed competitor animations and industry examples to understand the best ways to simplify complex processes.
CHALLENGE ONE
Translating a technical water management system into a clear visual narrative
CHALLENGE TWO
Maintaining Johnsons’ established brand look and feel in motion
We explored mood boards and style references to build a soft, clean aesthetic that felt true to their brand.
We shaped a visual direction that balanced accuracy, clarity, and brand personality.
CHALLENGE THREE
Ensuring the animation captured sustainability without drifting into generic environmental tropes
Background
Johnsons aimed to illustrate how their water management system supports sustainability.
The task was to transform Johnsons' established brand look and feel into a compelling animation, showcasing water management benefits while aligning with their sustainability goals.
Research & mood boards
We explored competitor animations, assessing visual styles, tone, pacing, and length to see what resonated. Johnsons favoured a soft, clean design with subtle shadows and tints, setting the tone for a streamlined approach.
Script & story development
Collaborating closely with Johnsons, we created a script and developed rough sketches for visualisation. After script approval, we finalised sketches and built detailed storyboards, pacing the visuals to a pre-recorded voiceover and selected soundtrack.
Production
Finalised in After Effects, the animation effectively conveyed Johnsons’ sustainability message.
Result
The animation received high engagement on social media and became an effective sales tool, replacing Johnsons' previous brochure and enhancing customer understanding of their water management benefits.
Brief
Create a sub-brand and full launch campaign for a new workwear range built around two breakthroughs: genuinely tailored fits (including a women’s range cut for female body shapes) and a softer, stretch-performance fabric designed for comfort and movement.
The work needed to feel bold, modern, and distinct from the parent brand while still living comfortably within the Johnsons world.
Top challenges we overcame
Most workwear is still gender-neutral. We reframed the story around true female tailoring and chose visual language that celebrated shape, fit, and movement.
CHALLENGE ONE
Workwear rarely designed for women
CHALLENGE TWO
A new sub-brand inside an established parent brand
The range needed its own identity without breaking Johnsons’ system. We built a confident sub-brand using their palette but introduced layering, transparency, and a bold typographic style to set it apart.
The obvious choice was a bendy, elastic style. We rejected it. A strong, solid typeface gave the range authority and energy without drifting into cliché.
CHALLENGE THREE
Avoiding predictable “stretchy” design cues
Static product shots wouldn’t land the story. We art-directed a high-energy shoot with jumps, kicks, movement sequences, and diverse models to bring the fabric’s performance to life.
CHALLENGE FOUR
Showing the comfort and flexibility and not just telling it
CHALLENGE FIVE
Delivering one concept across every channel
Photography, video, brochure, print, social, and show content all needed to feel unified. We created a visual system that translated cleanly into every format.
This range was a step into new territory for Johnsons. We shaped a campaign that felt modern and confident without losing the credibility and trust their clients expect.
CHALLENGE SIX
Bringing a more progressive attitude to a traditional brand
Brand Identity
We created a sub-brand with a bold, confident visual tone. Strong typography set the attitude. Existing brand colours kept the link to Johnsons, while layered shapes and soft transparency effects added a modern, fabric-inspired feel. The result felt energetic and young, but still unmistakably part of the Johnsons family.
Photography & Video Direction
We led the full shoot, including talent selection, creative direction, clothing movement tests, and on-set guidance. The aim was to capture real motion so the product’s stretch and comfort were undeniable. We shot both stills and video, ensuring every asset could be adapted for campaign, social snippets, and event screens.
Brochure & Sales Tools
We redesigned the product brochure around the new identity. Visual hierarchy, confident copy lines, and dynamic imagery built a clear narrative around tailoring, comfort, and range versatility.
Campaign Creative
A cross-channel suite of assets was created for print, digital, and social. Everything was built from the same core identity, so whether the audience saw a trade ad or a LinkedIn clip, the range felt sharp and consistent.
Event Video
A long-form looping film was produced for a catwalk-style launch. This later became a set of short clips for social and promotional use — extending the lifespan of the shoot and giving the internal team more content to work with.
Result
The sub-brand gave Johnsons a fresh, progressive platform; something that stood apart from their core range but still felt credible.
The tailored fit story resonated strongly, especially the women’s range. The campaign cut through both online and offline, and internal teams reported some of the best feedback they’d had on a product launch.
It nudged the wider brand in a more contemporary direction and set a new benchmark for how Johnsons talks about design and comfort.
Client's perspective.
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Client's name
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