TEN THOUSAND VILLAGES

We were tasked with an open-ended assignment of selecting a declining brand and developing a comprehensive brand strategy to turn it around.


Approach

Elevate the retail experience of Ten Thousand Villages by owning global craftsmanship.


PROBLEMS

We identified two major problems for Ten Thousand Villages.  

One is a communication problem: messaging that makes consumers feel guilty by focusing on poverty not product, like they are shopping in a charity.  The other is a positioning problem: positioning the store as a gift shop (shrinking category) instead of a housewares store (growing category).

TARGET

THE WORLDLY WOMAN

Though her age varies, from 25-45, her values do not.  The core target of Ten Thousand Villages is a socially conscious world traveler.  She values education and is inspired to put her affluent assets to work making the world a better place.  She is interested in making her home reflect her personality and typically lives in urban areas.

Target size: 5.5 million women


STRATEGY

Use the stories behind Ten Thousand Villages products and their makers to own global craftsmanship and generate curiosity, not sympathy.

The strategy has three pillars: global experience, maker focused, curated goods. Each element of the physical space and communications campaign should ladder up to the strategic pillars.


My role

I served on the strategy team to develop a strategic framework. I also worked on deck construction and design.


Rebrand

Screen Shot 2017-02-17 at 11.21.43 PM.png

Store redesign

Before

Before

After

Receipt scanner

receipt-mockup.png

PRINT Ads

Collaborators:

Andrew Vessels, Strategist; Hunter Nixon, Experience Designer; Alex McClelland, Art Director; Majic Phimphitcha, Art Director; Will Bareford, Copywriter