Show the world
DK is the world’s leading illustrated reference publisher. I helped frame and articulate a vision for their brand based around the creative proposition that I developed, ‘show the world’. It was about pride in what they do, and the act of bringing expert knowledge to books they create. We wanted to highlight the contribution everyone makes, and the intelligence, skill and professionalism employed.
I helped identify perceptions of the brand among customers and employees, helped lead and provide materials for brand workshops to identify opportunities and threats, delivered a range of creative ideas bring my positioning of ‘show the world’ to life. The EVP was based around what goes into a DK book – the attention to detail, dedication, research, creativity and a whole team contribution.