West Elm Brand Foundation

From defining the brand core values and purpose statement to customer’s facing tone of voice and visuals

During 2018, with the Partnership with the agency Trollback, we developed West Elm brand foundation work, to define and clarify the brand. The work consisted on defining West Elm core values, the brand purpose statement and the brand behavior and tone of voice. This brand foundation work was an essential tool for internal teams to help build new brand experiences and redefine how to communicate internally and externally.

The foundation started with an internal campaign for the brand employees under the headline “we believe extraordinary design should create extraordinary impact” but the work continued during 2019 to translate this work into customer facing visuals

This important internal work started to translated graphically on how the brand represents itself to their costumers: from a playful icon system to a friendly tone of voice language: