LYLE & SCOTT

BRAND STRATEGY / POSITIONING

Lyle & Scott had a rich heritage but no clearly defined brand story to match their global ambitions.

To support international growth, I led a strategic brand review – interviewing key stakeholders and immersing in the business to define a premium brand framework that would resonate across markets. The result was a distinctive positioning rooted in 140 years of independence and non-conformity – all captured in the bold brand idea: Fly in the Face of Fashion.