I was tasked with exploring ways to evolve Simon Jersey’s brand beyond photography by reviewing their existing creative across both digital and print. The aim was to identify opportunities to improve consistency, elevate the visual identity, and position us as a stronger creative partner.

This included analysing the Simon Jersey logo, colour palette, tagline, fonts, typesetting, and overall visual style, then applying the updated direction across a range of applications to demonstrate how the brand could evolve. An important consideration was their existing imagery style: Simon Jersey typically photographs models on a clean e-commerce grey background, so the new direction needed to work harmoniously with this established approach.

A key part of this evolution was introducing the idea of “Beyond the Uniform’”,
a concept centred around showcasing real people who wear Simon Jersey uniforms. This approach would allow the brand to add a more human, relatable layer to the brand by celebrating the individuals behind the uniforms. It also offered a meaningful way to spotlight customers working in challenging and essential sectors, strengthening the emotional connection between the brand and i audience.

Credits: Copywriter - Orla Doherty