Red Wing Shoe Company has left its footprints in every corner of American history and gained the company a reputation for purpose-built, hand-crafted footwear for nearly 115 years. Working with our partner exaqueo, a full-service employer brand consulting firm, we developed the overarching creative concept, an employer brand guide, creative asset toolkit, and employer brand anthem video.
Drawing on Red Wing Shoe Company’s heritage, a key goal was to address their CEO’s strategic priority to “evolve the company’s culture” to better match the global reach of their business.
The Red Wing story runs beyond the history books. The company now trades in 110 countries with global offices in Japan, Norway, Scotland and Dubai. Our challenge was to bring together the company’s history, growth, values, authentic employment experience, and its modern-day outlook to present a compelling employer value proposition to attract talent and engage current employees.
Our partners at exaqueo took a deep research dive into Red Wing Shoe Company, working closely with Red Wing’s leadership team to uncover insights into employees’ values, motivations, and why they join and stay. We translated that research and employer brand strategy into stand-out creative, based on the brandline “Build Your Legacy”, which established the rich heritage of the Red Wing brand, while offering an exciting challenge to shape the future.
We produced an employer brand guide with language and design that captured the strong identity of the Red Wing Shoe Company’s team, and put real employees front and centre, allowing them to share their experiences inside and their passions outside of work. By showcasing employees’ whole selves, we were able to celebrate the existing team and provide inspiration to attract new candidates.
The employer brand anthem video brought the strands of our creative campaign together, showcasing the brand guidelines in action. Directed on-site in Red Wing, Minnesota, USA by Roger Cayless, our Creative Director, and produced and edited by LEAP’s post-production team in London, it offers a bedrock asset for the company’s ongoing recruitment activity.
We are excited to have played a part in helping Red Wing Shoe Company build their legacy and walk boldly into the future.