Smythson Brand Bible

Smythson employed me as a consultant to their C level management team with the mandate to sharpen the brand and brand strategy in preparation for accelerated growth.
The project lasted around 6 months, with ongoing follow-up. My involvement spanned stakeholder interviews; full immersion in the business and archives; competitive snapshotting and market mapping; visioning; brand platform ideation and conceptualisation; storytelling of craft and heritage; workshops and board presentations; advice and guidance to enable team to land on strongest vision; brand strategy refinement; implications of brand strategy across all business functions including product, range, design signature, pricing, distribution, retail style, company culture, brand style and tone of voice; brand purpose and communications strategy.
Final deliverables took the form of a comprehensive, directional Brand Bible for senior management, as well as other inspirational materials to cascade the vision across the business and partners.
This provided the direction for a major brand re-presentation including a new retail flagship store; global roll out; new product lines; in store heritage exhibition and displays; e commerce; brand and artistic collaborations; sharpened brand identity and communications model, extending through to staff training. The brand strategy became the basis for selecting and briefing photographers, designers, PR, events and video agencies to ensure that everything communicated Smythson in a uniquely charming British way and nurtured the brand essence to project a unique ultra luxe icon. (See examples in image uploads.)