Rebooting an icon

This project was a real pleasure to work on, given my love for the R.M. Williams brand, which has been taken seriously as a clothing outfitter for country-based Australians for decades.

RM Williams have a strange duality: they're a no-nonsense blue collar classic and a luxury high-end label. A Jacko & Hyde brand, if you might.

They're one of the only things stockbrokers and stockmen can agree upon. So that became the inspiration for the Craftsman boot campaign. A no-nonsense tone celebrating those who dedicate themselves to their craft.

'A Life's Work' was a great platform we inherited from the team at Special Group and brought to life with print and outdoor.

Art Director: Charlie Gearside

Copywriter: Jack Nunn

Photographer: Chris Searle

Typographer: Luca Ionescu