Developed the "Book of Linda," a consumer storytelling framework designed to align teams around a shared understanding of the consumer and inspire more authentic, consumer-driven creative execution.
OPPORTUNITY:
Without a clearly defined consumer perspective, storytelling varied across teams, resulting in inconsistent execution and missed opportunities to create more meaningful consumer connections.
Without a clearly defined consumer perspective, storytelling varied across teams, resulting in inconsistent execution and missed opportunities to create more meaningful consumer connections.
SOLUTION:
Created a comprehensive consumer profile that brought the consumer to life through insights, behaviors, motivations, and cultural influences. The framework served as a creative reference point, helping teams align on who they were designing for and elevating the consistency and effectiveness of seasonal storytelling.
Created a comprehensive consumer profile that brought the consumer to life through insights, behaviors, motivations, and cultural influences. The framework served as a creative reference point, helping teams align on who they were designing for and elevating the consistency and effectiveness of seasonal storytelling.