HIPPER bostonians

Clarks’ Bostonian shoe brand shakes off its stodgy image in a new effort from Phillips Design Group.

Point-of-purchase materials are appearing in a new flagship store in Braintree, Mass.; a nationwide p-o-p launch is planned. The workis also running as direct-mail pieces.

One execution shows a stylishly dressed man seated in a modern-looking chair. An adjacent close-up depictshis feet in a pair of shoes from Bostonian’s upcoming spring line.

Another effort presents young hipsters perched against a motorcycle and playing a guitar. Copy on all work reads, “Look again.”

The idea is to recast the brand, which had appealed to conservative dressers, as more hip and contemporary. “People have a preconceived notion of Bostonian as a ‘Wall Street’ type of shoe,” said Phillips director of client services Doug Fox. “This is about bringing the brand forward.”

Clarks tapped the Boston shop in June for design and marketing chores on Bostonian. The Newton, Mass., client last month selected McCarthy Mambro Bertino, Boston, for advertising duties on its Clarks brand.