May 2012 | Case study about the cooperation with the traditional English brand Clarks in brand communication for the Chinese market.

Clarks in China!

As one of the leading international footwear brands, Clarks has now reached China with its high-quality and comfortable shoes. The company is now focusing on marketing its fashionable products by working with local franchisees to create brand awareness for Clarks in China.

Design process

‍WILDDESIGNis responsible for the development of all Clarks' marketing campaigns in China. In order to meet the needs of this particular market without losing sight of Clarks' overarching principles, the visual identity and campaign material had to be adapted to local conditions. Clarks wanted to focus more on the younger generation, especially women, which required a revised concept for the corporate identity.

Design result

‍First, a brand manual was created to help Clark's franchisees understand the brand and its visual identity. This manual was presented at Clarks' annual sales meeting in July 2012 and immediately received positive feedback from both the Chinese franchisees and the company's UK headquarters. WILDDESIGN is now working for Clarks on a monthly retainer agreement to support the brand's adaptation to the Chinese market via advertising campaigns in national magazines, newspapers and posters.