Challenge: PVH (Calvin Klein + Tommy Hilfiger) found that their managers weren’t all globally aligned around the same initiatives and expectations for their roles. With a large global footprint and managers in different sectors (retail, corporate, manufacturing, fulfillment), it was hard to get on the same page.
Insight : Through our research and focus groups, we found that global managers were eager to form more connections within PVH and have access to a clear location with centralized information and resources that enabled them to be up to date with all relevant company news and resources.
Solution: Cue Manager Studio—a central hub based on the theme of fashion design studios, experimentation, and fabrication. The brand symbolizes PVH’s continuous pursuit of excellence through refining managers’ skills. It reflects commitment to personal growth and development as managers, emphasizing that we are always a “work in progress.”
My role: As the Design Director on the project I lead the clients, research, strategy, and oversaw the creative team to refine the solutions. See below for process shots/evolution
Sample social post and poster
Stickers and email template
Brand Guidelines/System
PROCESS: To arrive at this solution, I lead my team and our client through focus groups and strategy sessions. This included an in-person design thinking workshop, Miro board naming sessions, moodboarding and other brainstorming techniques to arrive at the chosen Manager Studio brand.
