Toffelns' change in direction for the business prompted a fresh look at the brand and its positioning within the healthcare footwear sector, with more focus on foot well-being and comfort for the healthcare worker whose average working day consists of 12 hour shifts.

The brand now has a visual identity that gives healthcare workers a sense of what they stand for. By coupling a conversational, positive tone-of-voice focused on feeling good, with a colourful palette and playful typographic style, we've helped to deliver a brand unlike any of their competitors. Placing real healthcare staff at the forefront of the brand allows Toffeln to celebrate the ambassadors who wear their shoes and helps build trust with the target audience.

M.Y Role: Lead Creative

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Agency: Absolute

Creative director: Simon Allman

Copywriter: Tony Price

Photographer: Ben Spriggs