Marisota TV & Branding
Building a modern fashion brand to rival the high street’s biggest names.
Marisota was a fashion brand created for JD Williams as part of the wider N Brown Group, designed to sit confidently alongside, and directly rival, the fashion offering of Marks & Spencer.
I was involved from the very beginning, contributing to the naming and original creation of the brand, before going on to work across a wide range of campaigns over a ten-year period. During that time, Marisota evolved from a new challenger brand into an established name, supported by multiple TV commercials and press campaigns that helped define its tone, positioning and fashion credentials.
Alongside the core advertising work, I was also asked by the marketing director to develop a concept for the NatMag national marketing competition. The resulting idea focused on re-fashioning existing clothing, a forward-thinking sustainability-led concept created well before re-fashion became a mainstream trend. The entry went on to place second nationally, and the thinking behind it was later echoed in initiatives taken up by M&S.
Across the lifespan of the brand, my role covered brand thinking, campaign concepts and copywriting, helping Marisota consistently balance accessibility with style, and commercial objectives with long-term brand equity.