Role: Creative Direction, UX/UI, Strategy Development, Product Owner, Asset and Studio Management
Part of my challenge at Theory was to bring them up-to-speed in the digital space, and to educate the internal teams on what tools were needed to develop and maintain a digital strategy.
The main tool I beleive every brand must have to do this, is a tone-of-voice document.
To capture a unique point-of-view and to then ground it for use in the digital space, I had to first figure out who Theory was, where it was going and how Theory could use that voice to communicate to consumers on a daily basis.
The result was a document used by the creative and social teams to develop unique content in the same brand voice, while giving them enough room to explore and experiement.