Launch a completely new, fresh brand to existing JD Williams customers. What do we call it, how will it look?

Vibrant but not intimidating in style, with a brand name that encouraged participation from the start "That's My Style" was the first new brand launch from the company for many years. Use 'real' women, saying real things and they're on your side straight away.

Across the board, from TV to tactical mailings, the "That's My style" launch was one of our favourite moments of the last few months.