When Brown Thomas and Arnotts became sister companies as part of the Selfridges Group their leadership teams knew that their shared values needed to be articulated for their entire team. Everyone in the organisation needed to be excited about the direction the company was headed because their corporate culture would trickle down to the shop floor, and out the front door.

We were asked to help define the shared values of both brands and bring them to life in an engaging way for staff and shareholders. After in-depth workshops, research and discovery we developed a system that united both brands with a consistent voice, look and feel but still allowed for their own identities. We articulated the values in a confident, engaging way and helped create content and templates to bring these values to life in staff areas and corporate communications. Our approach was clean, typographic and copy-driven to create a simple system that could be easily implemented and adapted by in-house teams after the launch.