Johnsons Workwear Flex Campaign

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.
Main 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, 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
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.
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.
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.
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.
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.
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.