PLAY
ZALANDO
After a sustained period of hypergrowth, Zalando needed a coherent and compelling story to tell a fiercely competitive global talent market. Initially as a senior creative, later as co-lead of the Employer Branding team, I led the creation of a new brand toolkit that riffed on PLAY as an organising concept.
The toolkit celebrated real employees, styled and art directed in-house by Zalando teams.
Films
I led the creation and production of a series of video portraits, featuring specific teams and international lighthouse projects from across the Zalando platform. For these we involved the teams themselves in the whole creative process, working with small local production partners to keep the budget low and deliver an authentic experience that really reflects the teams. This approach showcased not just the projects but also the principle of Distributed Ownership, a central tenet of the Zalando Operating System.
I led the creation and production of a series of video portraits, featuring specific teams and international lighthouse projects from across the Zalando platform. For these we involved the teams themselves in the whole creative process, working with small local production partners to keep the budget low and deliver an authentic experience that really reflects the teams. This approach showcased not just the projects but also the principle of Distributed Ownership, a central tenet of the Zalando Operating System.
Omnichannel storytelling
As well as getting a nice profile picture, the #playmakers also got to boost their personal brands through interviewers conducted and curated on the #insidezalando social channels by my team. And to make sure that the portraits felt relevant to the community (and not just shameless self-promotion), we selected profiles that related to other news and focus topics on the channels.
As well as getting a nice profile picture, the #playmakers also got to boost their personal brands through interviewers conducted and curated on the #insidezalando social channels by my team. And to make sure that the portraits felt relevant to the community (and not just shameless self-promotion), we selected profiles that related to other news and focus topics on the channels.
#nofilter On social media channels we posted the stylized ‘campaign’ photo alongside a #nofilter pic. This added authenticity without giving up the Richard Avedon-inspired feel of the key visual language.
Modular Event Stand
To extend the digital experience into the real world, I led the development of an exhibition booth concept in collaboration with Kubix Berlin. This modular design enables teams to customise almost every aspect of the set-up to fit the specific event and crowd.
National and international acclaim
Zalando acheived LinkedIn no.1 Best Place to Work in Germany ranking in 2017, while the campaign and social media activity received gold at the 2018 EMEAs and Drapers Awards.
Zalando acheived LinkedIn no.1 Best Place to Work in Germany ranking in 2017, while the campaign and social media activity received gold at the 2018 EMEAs and Drapers Awards.