schuh used to be known for its cheeky. punk-style ads back in the '90s. But their comms had fizzled out.

At Reed Words, I worked with Stockholm-based creatives Snask to create a new tone of voice for schuh that helps them regain their weirdness.

They then rolled out lines we'd written for the tone of voice guidelines across a major OOH and social campaigns, plus new signage for their stores.