Jewson
Campaign Concept // Rollout
With Unite & Create
Jewson, a leading supplier of building materials, underwent a major rebrand in the past year with the goal of expanding their customer base beyond trade professionals. To support this shift, they sought to create a campaign that would appeal directly to homeowners, positioning Jewson as the go-to destination for high-quality landscaping materials.
Working with Unite and Create, we developed a bold, engaging campaign that tapped into a relatable consumer mindset: garden envy—the desire to create an outdoor space that stands out. The campaign was centered around the concept of “Keep Up with the Joneses”, reinforcing Jewson’s ability to help homeowners achieve the latest trends in garden and outdoor design.
The core campaign message—“Keep Up with the Joneses”—was designed to be both playful and adaptable. To create a sense of personalization and regional relevance, we built flexibility into the tagline, allowing for localized variations such as “Keep Up with the Baxters,” “Keep Up with the Khans,” and “Keep Up with the Smiths.” This not only made the campaign more relatable but also encouraged a broader demographic to see themselves in the messaging.
The campaign’s primary focus was landscaping, one of Jewson’s key product categories for homeowners. We designed a high-end printed brochure as the main marketing asset, ensuring the campaign’s visual identity was sleek, modern, and aspirational.
A major challenge of this project was working within tight timelines while delivering a visually compelling and on-brand campaign. The design strategy focused on elevating Jewson’s appeal through:
Lifestyle Photography: Moving away from a purely product-driven approach, we incorporated high-quality, aspirational photography that showcased beautifully designed gardens and outdoor spaces.
Premium Layout & Typography: Clean, modern design choices ensured the brochure felt fresh, stylish, and engaging.
Cohesive Brand Integration: The campaign was seamlessly extended across Jewson’s point-of-sale (POS) materials, creating a unified experience for customers in-store.
The final brochure was printed in 80,000 copies and distributed across 50+ Jewson stores nationwide. It served as a key touchpoint in reshaping Jewson’s brand perception among homeowners, reinforcing their positioning as a trusted partner for home and garden projects.
This project showcased our ability to develop adaptable, high-impact branding that connects with target audiences, while maintaining consistency across multiple marketing channels.
