Levi’s - Make Leaders
Make Leaders
Sowing the Seeds for Greatness
Levi’s is an iconic global brand, a true pioneer in the fashion retail space. But to maintain its position as an industry leader, Levi’s needed to amp up the engagement at its global leadership summit held at the company’s San Francisco HQ. We needed to design a program that sparked imaginations, reinvigorated commitment to Levi’s, and inspired employees through education, workshops, and networking in a way that felt authentic to Levi’s brand. In short, we needed to turn people into leaders who could take the retailer to the next level.
We began by branding the summit “Good to Great,” an aspirational phrase that empowered attendees to rise higher—to challenge themselves and their teams to go from good to great, achieving even greater excellence. Looking at the experience journey from beginning to end, we reinforced the theme throughout the summit by infusing it into all elements, including the motion graphics, the environment, and the content.
The environment was thoughtfully designed to encourage collaboration, which meant that it needed to feel cozy, inviting and inspiring. We avoided a typical corporate-type environment by furnishing the room with cozy lounge areas and decorative green organic elements like the living walls, plants and natural surfaces, to help people feel more relaxed and to think outside of their comfort zones. This approach remained authentic to Levi’s brand.
Above all, we created an experience that was more personal and interactive. We completely reimagined the traditional breakout session by creating a stage set made entirely out of whiteboard material, so that a graphics recorder could bring ideas to life in a real-time, fun, highly visual way. This allowed for attendees to drive the content themselves and was a great way to capture the energy of the brainstorm in a visibly compelling way.
Approaching this summit in a more cozy, non-traditional style, helped attendees feel more relaxed and more comfortable to talk freely. The organic structure of the program resulted in more engagement amongst employees, and the crowd-generated content created stronger connections between the brand and its global leaders. Attendees were energized and felt empowered to lead their teams—and Levi’s—into the future.