Tommy Hilfiger had just refined their purpose, and needed to galvanize employees around it. Following a series of internal shifts, it was imperative that this work felt lasting, intentional, and relevant to every aspect of their business.
We needed to build a movement within Tommy Hilfiger around their new purpose, creating a stronger community for their employees, which would in turn ripple out to their customers.
The new Tommy Hilfiger purpose was the foundation for our experiences. We worked with a core team in Amsterdam to create employee maps, develop personas, define design principles, develop creative briefs, ideate on iconic actions, and in-person purpose activation workshops.
With equal parts strategic rigor and creativity, this project featured two key phases of work:
Ultimately our insights revealed that success would require two key approaches working together: Activating through key moments and embedding them through ongoing processes.
One of the first activations we established were Light Up Days – where teams could go off and engage in something outside their day-to-day work that would enrich their perspectives. Associates were then able to bring that inspiration back to the larger Tommy community. We also created a space within their online employee portal where people could share their experiences more broadly across the organization. The experiences from the first Light Up Day were turned into a film for Tommy’s quarterly meeting to further rally employees around the new purpose.
This work didn’t just make people aware of a set of words on a page. We were able to show how purpose makes everyone’s work better.
We designed high impact activations to make the purpose meaningful by improving the employee experience. Moments like Light Up Days gave employees an opportunity to bring the purpose into their everyday lives.
We worked with cross-functional teams of senior leaders to define specific ways to embed the purpose deep in the organization, from design briefs to departmental goals.
We created a space within the Tommy online employee portal where people could share their experiences with the larger Tommy community.
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