High & Mighty Branding & Store Communications
Modernising menswear for men who don’t want to be defined by size.
This rebrand was delivered at pace after the M Brown Group acquired High & Mighty out of administration and identified an urgent need to modernise the brand.
The existing stores, communications and tone of voice no longer reflected the standards or ambition of the new owners, nor did they resonate with a younger generation of larger men who wanted style, confidence and attitude, not apologetic fashion.
Working intensively over the Christmas period, I led the brand repositioning from the ground up, defining the core positioning, tone of voice and creative direction for the entire business. Central to the rebrand was a more modern, intelligent and confident view of masculinity, anchored in the idea that clothes don’t hide the man — they express him.
The new direction moved away from functional retail language and towards strong typographic statements, cultural references and quotable observations about men, fashion and self-belief. This thinking informed everything from in-store point-of-sale and window messaging to catalogues, digital comms and the overall visual system.
I also creatively directed the design team through the rollout, ensuring the new look and feel was applied consistently across stores, online and customer communications — transforming High & Mighty from a tired specialist retailer into a brand with a clear, modern point of view.
The repositioning was extremely well received internally and marked a decisive shift in how the brand presented itself — helping High & Mighty reconnect with existing customers while appealing to a younger, more fashion-confident audience.