Wildsmith decided in 2013 to rebrand its label and give it a distinctive and recognisable presence in the contemporary market whilst still maintaining the company's valued heritage and reputation. To strike this balance, careful repositioning of the brand was achieved by skilful digital design and creative photography.

The high quality reputation of Wildsmith's footwear was not derived solely from the materials and construction, but also extended to presentation. Brand identity was always to maintain this ethos in every aspect, from design to service and beyond.