The brief was simple. Create a new brand signature and campaign to reposition the 50-year-old store and to build awareness of its specialty shoe repair services. Our solution? A simple, powerful visual demonstration of the brand benefits in the form of posters and DM. Phase two of the campaign featured classified ads in the birth announcement section of the newspaper and sidewalk art with outlines of ‘dead’ shoes. After all, bringing footwear back to life is the Modern Shoe Hospital’s bread and butter.