direct-to-consumer
A global clothing retailer was pivoting their business model to capture new opportunity. They needed to inspire their workforce to rally behind their new strategic vision.
The problem? Getting people to buy in.
I reviewed their materials and quickly identified the problem. The message they were putting out was “We must do this”, “We have to work together”, “This is going to be hard, but it’s necessary.”
Nowhere in any of their materials were there any messages of inspiration. Team members — from the C-suite to managers to retail workers — were left feeling like there was a lot of work ahead, with no discernible benefit.
Through an iterative process of creativity and client feedback, I developed a story of hope and momentum, building off their 100+ year legacy to inspire their teams and engrain the new strategic vision in the company culture.
From there, I worked with the design team to translate that narrative into real marketing collateral such as emails, posters, brochures and other branded touchpoints. The transformation brought the vision to life and gave employees something to interact with and remember.