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 why they 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.
An employer brand anthem video on-site in Red Wing, Minnesota, brought the strands of our creative campaign together, showcasing the brand guidelines in action. Produced and edited by LEAP’s post team in London, it offers a bedrock asset for the company’s ongoing recruitment activity.