Norton & Sons – Strategy
Norton & Sons stationery, finery, and environment tailored by Moving Brands.
As befits one of Savile Row’s finest tailors – and yet in a move almost unheard of on the Row – Norton & Sons have themselves submitted to the bespoke design process, at the capable hands of international branding agency Moving Brands.
Norton & Sons appointed Moving Brands to create a living visual identity across all media to fit in with the new brand positioning and vision of new Director Patrick Grant. Having assessed the competition and created a customer journey for Norton’s, the creation of new stationery and retail material – including letterhead, compliment slip, business card, stickers, wrapping paper, passport book, customer order forms, garment labels, carrier and suit bags and more – was just the first step in an ongoing process that has included the recent tailoring of the Norton’s shop frontage to suit their new brand positioning.
As well as appealing to a dynamic, younger market – “the Englishman at large” – in creating the identity system Moving Brands also considered how the brand might apply itself to a broadened spectrum of applications and products and accessories (such as leather goods).
