Such a good feeling
Creative Direction
Strategy
Tone of Voice
IN 2020, UGG global asked us to help transform its positioning, develop a new creative platform and turbocharge growth. Following a series of workshops with the team, we learned more than anything that UGG was uniquely positioned to own how it makes us FEEL, both physically and emotionally.
We shaped their new brand framework with FEELS SO GOOD becoming their promise at the heart of the brand – an expression of everything the brand stands for, foregrounding self-expression and providing UGG with a new north star.
“Plus helped us create a new brand framework to drive UGG back to brand health through a modern, relevant and emotional brand expression that has future-proofed the business globally, for years to come.”
Felicity Walters, head of brand marketing
+ 350%
Share Price
$33 USD
NYSE Deckers Outdoor Corporation Sept. 2020
$118 USD
NYSE Deckers Outdoor Corporation Feb. 2026
Bridging the experience gap
Over the years we’ve created experiences that really capture customer imagination, building relevance and advocacy.
We’ve collaborated with renowned screen print artist Kate Gibb on OOH campaigns, commissioned and art directed CG artist Liam Pitchford to create animations to launch the Knightsbridge store and brought the animation to life as an oversized sculpture in the store’s atrium.
“It’s mad seeing my work in a physical space, I’m used to sitting at my computer and seeing it on screen; this sculpture definitely gives it a new lease of life.”
Liam Pitchford
Working alongside Liam on the development and animation of his 3D still entitled Daydream, we added iconic UGG products and idiosyncratic objects related to Knightsbridge blowing on the breeze alongside the flowers and objects found in his original. The result is an imaginative IRL sculpture and 3D animation layered with UGG brand codes that express how brand, art, virtual and real worlds can intersect and create emotive ideas, capture customer imagination and make a lasting impact.
UGG wanted to bring their customers into their cultural universe and developed the idea of an immersive listening bar experience as the platform. Located just off Brick Lane in Shoreditch, the experience called ‘Golden Sounds’ needed an identity and supporting creative to drive brand awareness, customer engagement and event attendance. Our CGI lock-up incorporated the UGG Sun device found on the sole of every one of their product icons and the animation borrows from both the textural qualities from the interior décor and hi-fi accessories and accompanying soundscape.
Other Stories
We’ve assembled a small selection of projects that show how clear strategic thinking and experience innovation can accelerate transformation, move people and help create life-long connections.
