Creative Strategy, Brand & Experience
Creative Strategy, Brand & Experience
‘On Air’
Business Challenge:
Turn an online-only brand into an experience brand that delivers on its brand promise to empower girls to be confident about themselves in a fun, cheeky and unconventional way.
My Role:
Leading insight definition and strategy including first and second hand customer research, stakeholder interviews and workshops
Strategically leading and guiding the experience definition stage, making sure the outcome is true to brand and strategy and delivers an experience that brings this strong e-tail brand to life in the physical space
Working in collaboration with the Design director to insure the visual outcome is in line with the experience strategy and brand identity
Summary:
Missguided were able to take their online branding and zest for life and seamlessly projected that onto their store experience. We managed to create a true destination for strong, social and fun loving girls that builds brand-connection due to its fun, relaxing and engaging nature.