The sports shoe market was growing but Clarks weren’t seeing a large enough share. The retail graphic design and branding for CICA, their children’s sports brand, desperately needed to get in shape.
We set about writing and designing a vivid hexachrome colour brochure and a range of point-of-sale material that appealed to both kids and their parents. It was a funky design, with some cool kids’ stickers on the wraparound cover, but it still maintained the traditional Clarks principles of perfect fit and comfort.
We also devised a ‘Design your own trainer’ competition that generated entries by the sackload. The winning designers had their shoes manufactured and presented to them by Clarks – quite a thrill – when you’re eight years old. Oh, and CICA brand sales rose by 15% that year. Retail graphic design making a real difference.
The hugely successful CICA brochure was followed by an Out of School brochure selling the shoes your kids might wear when they get home, more national press advertising and instore POS graphics.