Following the rebrand to ‘&Partners’ in 2018, John Lewis took a fresh new direction to ‘warm-up’ consumer connection with the brand. Matt led the in-house teams and partner agencies in conceiving the new brand direction of ‘Joyfully Bold’. Moving on from the cooler JL art direction of the last few years to a new more energetic, and colourful lifestyle direction. Matt led the teams to execute step changes in imagery, film style, TOV, graphic expression across all touch points from store, digital product and also JLs seasonal A-list branded partnership campaigns. Matt also led the creation and launch of an all new HOME magazine in conjunction with Axon London. Two big TVC moments also launched which Matt was the JL creative lead for both ANYDAY and JL Home which followed later that year, both directed and produced by Adam & Eve/DDB.

CREDITS: In-house Art direction Lead Nic Duffy and David Parrat for JL in-house. TVC Adam & Eve/DDB. Home magazine Axon London.