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The world of fashion is in constant flux. It’s not just the styles that change – retailers also have to keep pace with shifting customer priorities. Supermarket clothing brand George were facing precisely this challenge in their retail comms. It was our job to help make sure their shoppers got the message – in the right place, at the right time.

With its launch in 1990, George was the first brand to bring clothing lines into UK supermarkets. Since then, every one of its rivals has followed suit, creating an intensely competitive market where every retail element needs to work as hard as it can.

Thanks to our long-established relationship with the brand, we already had valuable insights into what made George shoppers tick. We’ve used this know-how to create retail communications that make the customer journey to conversion as easy as possible – from photography, packaging and POS comms to brand identity and strategy.

George seasonal magnetic point of sale

Getting the mix just right

Retail promotion graphics

George’s in-store comms need to reflect each of their consumers’ core desires – quality, value and style – in subtly different ways. For the ’93 Days of Summer’ campaign, we dialled up the style with palm and banana leaf print fixtures inspired by the season’s latest colours and trends.

George graphic clothing rack design
George trousers point of sale graphic

Our in-store creative with George covers seasonal campaigns, shop-in-shop and product call outs, plus inspirational brand messaging. With rapidly changing trends and product lines, we help the brand stay ahead of the curve – offering customers right place, right time messaging throughout the store.

George seasonal campaign graphic
George kids shoes point of sale graphic
George in-store on model clothing photography
2 school kids

A shopper journey that’s top of the class

‘Back to School’ retail campaign

For George’s latest in-store school wear campaign, we created the ‘1 Stop School Shop’ to showcase the brand’s vast range. Using fun photography and a playful tone of voice, the fixtures aim to convey the quality of the brand’s clothing by showing that it can cope with kids being kids. With online also a significant sales channel for George, we designed the campaign to work across both print and digital channels.

The design elements of the campaign itself include bold primary colours, a handwritten font and authentic photography – creating communications that are full of personality and capture shoppers’ attention. We considered function just as deeply as form – with consistent branding and fit-segmented products helping busy parents shop as quickly and easily as possible.

The 1 stop school shop campaign
The 1 stop school shop overhead point of sale graphic
Bright sparks stay white school clothing graphic
Kids school clothing photography
Clothes rail-end graphic for school clothing
Packaging design for George tights

Helping shoppers, shop


Contending with huge product ranges and a busy shop floor, George packaging needs to be simple. As the business’s long-term brand guardians, we make sure messaging is clear, stylish and shoppable – from product ticketing through to in-store hanger cards and various product packaging. 

Small shoes for kids
Clothing label for black school trousers
Clothing label for denim bootcut jeans
Packaging design for George white crew neck t-shirts
Fashion photography for George

All shots covered

Photography and art direction

Our in-house team has undertaken various photography briefs for George – including seasonal campaigns and regular new product launches. Our approach aimed to establish George as a major fashion player through simple, stylish imagery with accessible personality and seasonal twists. Managing the whole process, we were responsible for shaping briefs, casting models, art directing shoots, taking the photos and all post-production. 

Fashion photography for George
Fashion photography for George
Fashion photography for George