Rutherfords

@rutherfords_england
www.rutherfordsengland.com

SCOPE DETAILS:
Creative Direction
Styling + Art Direction
Image Creation
Post Production

Socials Impressions: 450,000

Rutherfords craft luxury English bridle leather goods with tools and methods from a bygone era.

Their online presence showcased the workshop and some UGC content but they had stagnated on socials and sales.

My suggestion was to make the imagery more aspirational and give it an edge that would expand their audience and be more exciting to view.

Four shoots on, I’ve evolved the imagery into a more editorial photographic style. I’ve included vintage motorbikes and cars, shot in old manor houses, busy city streets, and beautiful old libraries, museums and chambers where the bag looked right at home. When appropriate I’ve employed subliminal brand association with other elite brands to show where it can comfortably hold its stead. I’ve dressed the bags up, dressed them down and, while retaining their prestige, have widened the potential market and shown that they are not only for rich-looking men in suits.

Although this evolution couldn’t appear too jarring on their socials, it’s now integrated, received very well by the company, and more importantly is having a measurable effect on online engagement and orders.