Challenge

How to make Northern Ireland’s last bespoke shirt makers stand out, stand proud and stand for supreme hand-crafted quality.

Approach

Elephants worked with the owners and senior leadership team to define and document the brand purpose, values and personality. This led to the development of a new brand strategy that celebrated the brand’s expertise and passion, based around the core thought of ’traditional craftsmanship, timeless style’.

To support Smyth & Gibson with the implementation of the new strategy, Elephants managed the comms and social media for the next 12 months, until the internal team were ready to take the responsibility in-house.   

Results

Smyth & Gibson remains the only premium shirt manufacturer in Derry, once the UK’s leading city of shirt-making. The brand is the choice of champions with notable clients including Anthony Joshua, the Irish Rugby team, Apple’s Jonathan Ive and Ant & Dec. Smyth & Gibson also secured listings in John Lewis and House of Fraser, and continues to go from strength to strength.