As Brand and Storytelling Consultant, I crafted stories of sustainability and impact for the My Store movement, which allowed H&M employees worldwide to launch local sustainability initiatives.
The Challenge
The task at hand was not only to unify a diverse network of employees across cultures, languages, and backgrounds but also to cultivate a shared passion for sustainability. The challenge was to craft a cohesive narrative that resonated with every employee, from store managers to frontline staff, compelling them to embrace sustainability as a personal mission. Additionally, navigating the complexities of effectively communicating diverse local initiatives on a global scale demanded a strategic approach. The goal was to ignite a collective enthusiasm for sustainability, turning individual initiatives into a global movement, fostering collaboration, and sparking a genuine sense of pride and ownership among H&M employees worldwide.
The Solution
I joined for the initial phase of establishing the brand strategy. I hosted a series of workshops with the core co-creation team, uncovering the brand positioning; the vision, mission and purpose of the brand; the target audience; and the competition.
We meticulously crafted a holistic brand strategy. We honed in on the essence of sustainability, infusing it into every facet of the brand, from messaging to visual identity. Leveraging a narrative that celebrated the diverse artisans and their crafts, we wove a compelling story that not only highlighted The Sendup's commitment to ethical practices but also resonated emotionally with their audience
The Outcome
During 2 years work with My Store, I played a key role in building that initiative from the ground. Here’s a look at that growth in stats:
stores joined in 2 years
200+
10
countries across Europe and Asia signed up
1,000+
engaged employees in the movement
50+
stories of impact and inspiration shared
