Designing a schoolwear campaign fit for the future

For 2020, we created a new campaign for William Turner, ‘Fit for the Future’, and launched it at the Schoolwear Show, the biggest event in the schoolwear industry calendar. 'Fit for the Future' as a concept focusses on how William Turner is evolving as a business, none more so in how they are ‘Going Green for our Future Generations’.

At the show we launched their Green Manifesto as well as showcasing their range on a stand that’s main theme was ‘Going Green’ and included stand furniture built from reclaimed wood. Activity included new studio photography and creative across a variety of print and digital advertising, email marketing, social media, literature design and of course the design of the stand itself.

The manifesto is major statement of intent for William Turner. It highlights how they are developing their green credentials and green product offering including new Eco bags, EcoPure biodegradable water bottles and of course Eco ties.

The 2020 brochure we designed for William Turner was a key part of the wider 'Fit for the Future' campaign we created. The brochure has been brought to life with new studio photography featuring schoolchildren from infant, junior and senior age groups. Product photography also formed part of the brief. In keeping with the eco focus of their 2020 campaign, the PUR bound brochure was printed on FSC certified uncoated paper.

Our latest campaign builds on the success of our 2019 activity when William Turner turned to Sunny Thinking to help celebrate a massive milestone in their history, their 50th birthday. Our 50th campaign launched at the previous Schoolwear Show where we created celebratory branding for their stand. We also designed their anniversary brochure for school retailers along with a fully integrated marketing campaign encompassing marketing, trade advertising both in print and online, social media activity and other collateral and branding.

Our relationship with William Turner goes back many years and they've benefitted from our vast experience working with other leading schoolwear brands and UK manufacturers. We've also worked with their corporate team who asked Sunny Thinking to produce packaging of distinction to enhance their corporate customers brand experience with them. Our solution was to design and produce bespoke envelopes, sleeves, swing labels, welcome cards, tissue paper and labels that help create an exclusive feel and help create their unique brand personality. The clean designs are finished with a choice of Eco Kraft materials.