EXUBERANT STYLE | JOE FRESH
Reflecting on the values and mindsets of Joe Fresh’s young Canadian demographic, I helped introduce a more customer-centric approach to storytelling and a messaging hierarchy that prioritized exciting product launches, price points, colour rolls, size ranges, quality fabrics and technical features. This elevated content direction aimed to speak to core customers with an authentic, simple and straightforward tone on voice, while maintaining a level of playfulness and light-hearted humour that young people respond to. We related to shoppers by adopting a first-person perspective and establishing style authorities within Joe Fresh to give the brand a human face. Connecting around communal moments, such as the excitement of summer or start of a new school year, we captured the spirit of each season to let our customers know that we are all in this together.
