Revolution is obstructed evolution
Being the driving force behind all things digitally creative on this project, I had to conceptually think and challenge the status quo and stay up-to-date with current trends, all-things-culture and technology.
I was responsible for setting the creative tone, ideating and executing an effective design solution to the brands' goals with the agency partner.
Project Objective
Mulberry is seeking to redefine its online presence with improvements to its e-commerce and digital brand experience through all of its digital touch-points.
The redesign should capture Mulberry's spirit and communicate its heritage as well as the brand's sense of craftsmanship through a modern sensibility. It should blend commerce and creativity uniquely and appropriately to drive traffic, engagement and conversion.
Personal Objective
Develop strategy, big ideas and execution plans for agency briefing, branding, design, digital, content, experiential, and consumer advocacy needs
Champion projects throughout execution stages to ensure creative excellence is upheld
Be a problem-solver and open to creating solutions that may have never been done before
Lead productive internal team collaboration sessions
Present work to agency and senior directors of the company and make sure they love it
Contribute to other teams such as art direction and copywriting and identify business challenges or change
Maintain a pulse on digital culture and creative trends
Process
To ensure I could get the best out of the team and project, I had to be at the forefront of the project. Being genuinely plugged in to the business and utilise my wealth of experience to create a digital-first mindset not only internally but also externally for the brand to take them to the next stage of its growth.
Some of the self-initiated tasks are the following:
Dissecting business problems creatively and strategically, using design methods.
Giving direction for discovery and research to identify critical user insights and develop hypotheses to design a compelling experience via the creative brief and agency partnership.
Engage with agencies and internal stakeholders on the project.
Possess a holistic view and approach to the company and project to generate realistic goals.
Guide brief/project through a deep understanding of the design craft, tools and process.
Creation and facilitation of workshops, structured brainstorms, and other collaboration exercises.
Identify, define and regularly pitch new opportunities to bring value to the project and company.
Outcome
A digital-first partnership imbued with commerce and creativity.
A blueprint for the future of retail.
The build and development of the new global flagship store are underway. This project delivers a range of firsts for Mulberry in the change of commerce to its digital footprint, including future-proofing for expansion into new media platforms.
Delivery of an all-new design system, with moments of Mulberry’s unique character intrinsically woven throughout. Animations initiated during micro-interactions re-enact the surprise and delight.
The blueprint created by this project allows for the transformation of how the company develops experiences, with several now following-suit projects utilising many of the same methodologies and components.
