Global Culture
Re-imagined the relaxed lifestyle of Global Culture into a highly engaging Direct to Customer D2C brand.
Project Information:
Client: Global Culture
Industry: Consumer Products
Services: User experience design, Design Research & Customer Insight, Brand & Storytelling
Realigned company purpose and growth strategy
Customer Research identifying key value drivers
Defined future value proposition
Developed Brand System and activated story for next growth phase
Advanced customer experience across all touchpoints
This project focuses on helping Global Culture reimagine its brand. It seeks to help move the business from a predominantly brick-and-mortar wholesale-retail brand to a digital-first omnichannel.
-
Overview
Re-imagine the relaxed lifestyle of global culture - in a D2C brand.
Re-imagine the relaxed lifestyle of global culture - in a D2C brand. This project is focused on helping Global Culture re-imagine it's brand. It seeks to help move the business from a predominately bricks and mortar wholesale-retail brand, to a digital first an omni-channel brand across New Zealand & Australia with a clear value proposition and highly engaging brand - supported with a strong customer-centric growth strategy. In this project we will reconnect with our core customers and purpose, and architect our future brand strategy to move ahead digitally.
Frame
Activate the new Global Culture brand and story.
This project outline follows on from the earlier Shape Brand Identity piece, and seeks to develop the new brand into a genuine customer experience across all touch points of the company - starting here with the key first objectives.
"Give life to our culture. And bring our culture to life."
To be stewards of our culture, standing up globally for who we really are (and being comfortable in it). The goal is to create this into a digitally first globally exportable idea and genre. Balance contemporary, minimalist & hint of avant-garde (almost folkloric in nature), reflecting the pioneering golden years where our spirit of adventure and identity was originally first created.
Positioning:
WHY: We love our place in the world and our way of life. Our unique identity and geographical constraints have made us who we are. We believe in the power of identity, and exist to treasure, celebrate and protect ours (conservation of culture) - and share it with the world.
HOW: We do this by building a community and promoting a message or conversation, helping connect people with strong values through enriched gift giving experiences.
WHAT: We create artistic casual-minded lifestyle apparel, with a good touch of classic kiwi personality.
Our Approach
The execution rested on a clear philosophy: a balanced lifestyle is how we should all strive to live. It combines the right proportion of elements—physical health, meaningful relationships, a sense of belonging, and a guiding purpose. Fundamentally, balance is the single most influential factor on our health and wellbeing. By keeping priorities in perspective and maintaining equilibrium across life’s domains, we believe we can enhance quality of life for everyone and improve people’s chances of living significantly longer, better, and more fulfilling lives.
Our approach is to translate that philosophy into a strong, actionable strategy. We celebrate and reward our most loyal supporters, securing a stable foundation from which to build. We prioritise digital channels to create and deliver an engaging eCommerce experience that fosters community connection, using that platform to consistently tell our story and project our brand image. We develop products that inspire loyalty, avoiding an overly broad mix or excessive seasonal swings. By tightening our range, we direct future artwork and apparel media toward our core idea. We seek the right partners to define and power long-term growth. And we awaken a wider audience—future customers—through emotive triggers that celebrate freedom, happiness, and comfort, encouraging people to discover what makes their lives worth living.
Our central idea, “the way we live,” provided the foundation for carving a new pathway forward for global culture.
Outcome
The way we live is a globally common aspiration.We celebrate through apparel art like a culture.
Our brand mark reflects our purpose and this core ideal we stand for. The mark is constructed from the leading letters in the two words of our name, and they sit within a circle and symbol of balance and harmony, signifying perfection. The central koru carries strong significance in our homeland of Aotearoa New Zealand, where its shape conveys the idea of perpetual movement. Together, as a piece of art itself, our mark provides a point of reference or target to symbolise how everyone can live their life.
High-quality presentation of our products is essential. This is also not simple or easy. Our presentation style is to present our apparel as pieces of art, where the print is the hero, the apparel the canvas, and the background the stage or picture frame - which is essentially the space or scape for us to convey happiness and comfort through colour language and imagery.
/ View other relevant work
