LYLE & SCOTT

BRAND POSITIONING

Having never articulated its rich heritage, story and personality, Lyle & Scott required a review of their brand to create a consistent expression of their story across different global markets and ensure they would meet their ambitious strategy for growth. Mike interviewed a range of stakeholders, developed a premium brand framework to create a clear identity and differentiating positioning for the business, brought to life their non-comformity and fashioned an authentic story for this 140-year-old brand.