Home | Client Wins | Hunter SchoolwearHunter Schoolwear
Reimagining Ireland’s Schoolwear Leader for the Next Generation
At a glance
Client: Hunter Schoolwear
Industry: Apparel | Schoolwear
Services:
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Hunter Schoolwear had spent more than 40 years building Ireland’s largest schoolwear business, but its public-facing brand, website, photography, catalogue and product information had not evolved at the same pace.
The result was a fragmented customer experience that no longer reflected the quality, scale or capability of the business behind it.
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Through our UBC Growth Sprints™, we approached Hunter as one connected B2B transformation rather than a series of separate marketing projects.
We evolved the brand and tone of voice, developed new art direction and a dedicated lifestyle photoshoot, rebuilt the commercial catalogue and product information architecture, created a new Shopify B2B platform, and developed a complete social strategy and three-month campaign across content, copy and creative.
Alongside this, we rebuilt and standardised hundreds of product assets, developed new brand and website content, strengthened Hunter’s commercial sales materials and supported wider growth opportunities including tender development.
The result was one coherent system across brand, content, photography, catalogue, digital and sales.
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Through our Full Digital Growth Solutions, Hunter now has a connected B2B sales ecosystem built to support the scale of Ireland’s largest schoolwear supplier.
Across brand, catalogue, photography, social and digital, the business now presents one consistent commercial experience to 3,000+ schools, 100+ retail partners and a nationwide sales team.
The new website and commercial catalogue work together as complementary sales tools, supported by clearer product information, stronger imagery, structured content and 4,300+ digital product variants.
For Hunter’s reps, the platform acts as a force multiplier — giving customers more ways to discover, understand and revisit the range before, during and after a sales conversation.
The result is a more coherent, scalable and commercially useful system across multiple customer touchpoints, built to support Hunter’s next stage of growth.
Challenge
A strong, sustainable product with loyal regional demand, but constrained by a niche sailing audience, low digital visibility, and pricing below market.
Positioned as a “bag for life,” growth was naturally limited, with no scalable digital or commercial infrastructure to expand product range, reach new customers, or grow beyond its traditional base.
Research & Discovery
Hunter had become Ireland’s largest schoolwear supplier, but its digital presence and sales tools had not kept pace with the scale of the business.
Website, photography, product information, catalogue content and sales support had developed separately over time, creating a fragmented customer experience that under-represented Hunter’s true quality, capability and reach.
The challenge was to modernise the entire customer-facing system without losing the heritage and trust built over more than four decades.
Brand System
We evolved Hunter’s long-established identity into a more refined, premium and consistent brand system, preserving its heritage while giving it greater clarity for modern B2B communication.
A restrained navy and cream palette, paired with Qlassy and Manrope typography, created a system designed to work across garment labels, vehicles, catalogue, website, point of sale, social and digital communications.
The result was a practical, recognisable identity built to stay consistent across every customer touchpoint.
Art Direction
We developed an art direction built around the energy of real school life — movement, play, personality and clothes designed to keep up.
The shoot moved Hunter away from generic stock imagery and towards a more authentic visual language, combining active lifestyle moments with closer detail on fabrics, embroidery and garment quality.
The result was a flexible image library designed to work across website, catalogue, social and wider brand communications.
Visual Storytelling
Visual storytelling brought Hunter’s strategy to life across social and campaign content.
Using the new photography, brand identity and tone of voice, we built a content system around key themes including “Chances are, you wore a Hunter,” durability, ethical sustainability, retailer partnership and the realities of everyday school life.
This gave Hunter a more distinctive and repeatable way to communicate — balancing B2B credibility with warmth, personality and recognisable Irish heritage.
Responsive Web Design
Hunter’s product range is complex. The experience shouldn’t be.
We restructured the site’s information architecture, product hierarchy and navigation around 72 products and 4,300+ variants, making a large B2B catalogue feel clear, intuitive and easy to explore.
Taking cues from leading global ecommerce brands, we brought a more direct-to-consumer level of visual polish to a wholesale environment — stronger imagery, cleaner product discovery, responsive navigation and a more premium buying experience across desktop and mobile.
The result is a website that looks and behaves far beyond a traditional B2B catalogue: commercially focused, visually distinctive and built to make Hunter easier to browse, understand and buy from.
Outcomes
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