Warehouse Tales Of The City – a new creative platform

Creating a new brand position for high street fashion retailer, driven by audience passion points

In 2014, Sunshine partnered with British high street fashion retailer Warehouse to kickstart a strategic repositioning of its brand. Working as part of the core team, as editorial director, I helped create a new creative platform, Tales Of The City, an underpinning idea driven by their audience’s core passions – style, work and play. This enabled us to create a unified narrative throughout the marketing mix, wherever their audience discovered them, and create ancillary campaigns continued to build their brand position.

Working collaboratively with the client and their content team, I oversaw the launch and bedding in of a new Warehouse editorial destination, responsible for editorial direction, style guide and tone of voice, talent direction, team management and consulting on creative process. Curating and sharing stories of style, work and play from diverse and aspirational women, we turned Warehouse into a publisher, creating a reason for customers to “visit more regularly” (source: Retail Week).

In September 2014, coinciding with London Fashion Week, we published Warehouse Tales Of The City AW14 magazine, distributed via Grazia magazine and in-stores across the UK, for which I was editorial director.