Wendy Maeda/Globe Staff

Women's clothing retailer J. Jill rolled out its new "uncomplicate" campaign to target baby boomer women.

Wendy Maeda/Globe Staff

Clare Spofford, chief marketing officer, said J. Jill wants to sharpen its image.

Wendy Maeda/Globe Staff

A year ago J. Jill embarked on a research project to connect the brand with the consumer.

Wendy Maeda/Globe Staff

J. Jill’s target customer wants to make time in her life for family and friends and not stress the rest.

Wendy Maeda/Globe Staff

In many ways the campaign’s new buzzword - uncomplicated - describes the company’s attempt to find itself.