ABOUT

Working with an experience strategist and hot freelance digital team on business transformation at Crabtree & Evelyn, I translated the Board's vision into a strategic content blueprint, digital taxonomy and tone of voice that will reinvigorate the brand. I also did a sprint directing new packaging copy: this included creating a bold product naming taxonomy to reposition the brand in the future and devising straplines for products to carve out differentiation. The core change work will roll out across 2018.