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Gray & Osbourn

Brand transformation

Clothes are our thing. We like to think of ourselves as a bunch of stylish, well-dressed people with decades of experience in the fashion industry. And we were very happy when Gray & Osbourn, an upmarket fashion brand for the over-50s, asked us to work on their brand repositioning and digital content. It was our Fashion Director who, while working at Red, coined the term ‘middle youth’ to describe someone who’s no longer young but doesn’t want to be seen as old (like all of us!). So we were the perfect agency to focus on this (until now) forgotten market. We helped create a new visual identity and tone of voice, as well as coming up with a seasonal multichannel content strategy covering lifestyle emails, online features, blog posts and social media. We also created a shoot bible to help them select the right locations, models, photographers, stylists and hair and make-up artists for their new brand. This meant they could successfully make the move from mail order to e-commerce.

“Axon really helped us redefine our brand. We transformed from a
traditional mail order company into an online fashion retailer that
was relevant to a wider audience.”
Fiona Holmes, MD, Figleaves and G&O