Jones Bootmaker
Art Direction & Brand Campaign

Introducing an ambitious new look for a brand new client was a huge challenge but one that we embraced wholeheartedly. Since the campaign launched it has galvanised the business owners, buyers and boutique staff, but most importantly is turning heads of customers UK wide.


Our challenge was to reignite the brand with new art direction and a through-the-line campaign, refocussing on the design-led craftsmanship by presenting this to its distinguished, discerning customers in a unique way. Jones Bootmaker is steeped in history. For this campaign we were inspired by the pioneering spirit of its founders Alfred and Emma who started Jones Bootmaker in London in 1857. They were a large family - parents to eleven sons and three daughters – and the first traders to install electric lighting in their shops. However, the emphasis was to be on the future, not just the past.


We proposed a contemporary take on the stunningly enigmatic still-lifes of another pioneer – the celebrated fashion photographer Richard Rutledge, a prolific contributor to American Vogue, Glamour and Conde Nast magazines throughout the 1950s. Our new images were overlayed with subtle, yet quirky copy lines which established a new tone and attitude for the brand.


A parade of head turning images that showcase the exquisite footwear collection. Inspired by Jones’ pioneering bootmaking founders, their children, and a touch of everyday glamour. Every family has a story to tell …meet the Joneses.

Andy Helme, of Jones Bootmaker said …

“999 perfectly met the brief by portraying the new Jones product in a unique and confident photographic style, ensuring we stand out in the crowded fashion marketplace. Initial indicators show the campaign has driven increased footfall to stores and web traffic online.”

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