schuh used to be known for its cheeky, punk-style ads back in the ‘90s. But their comms had fizzled out. We worked with Stockholm-based creatives Snask to create a new tone of voice for schuh that helps them regain their weirdness, and use it to stand out.
They then rolled out lines we’d written for the tone of voice guidelines across a major OOH and social campaign, plus new signage in their flagship stores.

Schuh8

Schuh4

Schuh2

Schuh5

Schuh6

Copywriting

Messaging that brings schuh’s tone of voice to life, rolled out across a major OOH and social campaign.

Voice

A weirdly relatable tone of voice that rings true to schuh.

Brand strategy

Articulating what makes schuh, schuh, through its brand values, personality and distinctive point of view.

Schuh1

Upcircle1

Scrub up, look sharp

Schwinn1

Grab life by the handlebars

Homepage

Work

schuh do you

Breadcrumbs

Reed Words

A tone of voice project that launched a whole campaign.

description

generator

keywords

https://reedwords.ams3.digitaloceanspaces.com/images/transforms/_1200x630_crop_center-center_82_none/Schuh1.jpg?mtime=1731583329

https://www.youtube.com/c/ReedWordsLondon

https://www.linkedin.com/company/reed-words/

https://www.reedwords.com/work/schuh-do-you

referrer

robots

twitter:card

twitter:creator

twitter:description

https://reedwords.ams3.digitaloceanspaces.com/images/transforms/_800x418_crop_center-center_82_none/Schuh1.jpg?mtime=1731583329

schuhschuh do you

Client

Design

What We Did

Quirky shoe store schuh needed an ownable tone of voice to help them stand out on the high street. We gave them one so distinctive, it doubled up as their big 2019 campaign.

Next up