QVC
As a Strategist in the Brand Marketing and Creative group with QVC, my area of focus was in the Home division. A key project for me was the refresh of the In the Kitchen with David brand. ITKWD is QVC’s biggest property and a significant revenue driver for the Food & Cook business.
A thorough discovery process was undertaken with David and the show’s producers as well as e-com, social media, PR and merchant partners to identify opportunities grow the brand and identify the tools needs by the sizeable multiplatform team that creates the deliverables.
From a marketing perspective, it was important that the style guide reflect QVC’s light, bright and airy look while having a masculine look and David’s friendly southern charm. A key request from the producers was to have several tools like segment openers, transitions and lower thirds so that the control room could add more polish and sizzle to the show. From the e-com and social teams, they asked to simplify the myriad of logos and streamline the elements to reduce clutter on screen. Finally, it needed to have a holiday version given the retailer is in Christmas mode three months of the year.
The style guide and deliverables went through several rounds of testing as well as training sessions with the creative teams. The rollout went smoothly and the reception was tremendously positive.
Scope of work included:
Brand Strategy
Project Management
Creative Direction