Shop Direct is the UK’s biggest home shopping company. In 2010, we helped them develop the new strategic platform for their biggest brand. We defined a new customer proposition and designed new visual identity to make this 80 year-old brand more relevant to today’s mum.

Since the work launched there have been significant increases in shopper numbers, frequency of purchase and amount spent per transaction. Most importantly, Littlewoods has returned to profit for the first time in 10 years.


Majestic is the UK’s largest specialist wine retailer, with an ambitious growth agenda.  St Luke’s is helping them maintain their culture and evolve to better serve the needs of the next generation of wannabe wine buffs.  We have helped the board define Majestic’s  purpose and values, devised a training scheme for 2000 members of staff and delivered the insight that is driving service innovation.  Additionally, we have created and defined new sub-brands to address business opportunities – including Handpicked, their offering for independent restauranteurs.


Skandia was a top 10 investment company largely unknown to the public. We were asked to help them to connect with the end-customer beyond the IFA. Theirs is a complex and sophisticated product, but we helped distill it down to a simple benefit – Skandia helps people take control of their financial future. Consumer research, board-level workshops and stakeholder engagement resulted in the whole organisation understanding and uniting behind this new agenda. This positioning has now been applied to the new brand ‘Old Mutual.’

Vauxhall/Opel Ampera

The extended range electric vehicle, Ampera, wasn’t seen as just another car launch by Opel. It represented a pivotal moment in their history. Opel decided they needed a different kind of launch platform for the car. We developed a positioning for the vehicle designed to engage opinion formers within the automotive and energy industries, the style and environment-conscious potential buyers of the car, and Opel employees themselves.


Harvester, Mitchells & Butlers’ largest restaurant chain, needed to relaunch. The M&B team had significantly improved the menu, and we were tasked to define a brand idea. The restaurant serves salad and grill, but the real benefit is that Harvester unlocks the goodness in food and in people. We expressed this as ‘Bring out the best’ and this now informs every part of the operation: the service style, the menu, the advertising and even recruitment.

Toby Carvery

Mitchells & Butlers approached St. Luke’s with ambitious growth plans for their national carvery brand. We were tasked with creating a long-term brand platform. We researched amongst guests to understand the societal and personal role their roast dinners played and studied their competitive advantages. We defined a new agenda for the brand – to “faithfully deliver a cherished tradition” – and expressed it “Just as it should be’ – informing everything from menus to kitchen management and restaurant layout.