David Jones and the Country Road Group is one of the largest retail groups in the Southern Hemisphere and part of the WHL Group. It is well-known in Australia and New Zealand for its iconic brands – David Jones, Country Road, Mimco, Politix, Trenery and Witchery.
David Jones and the Country Road Group have recently become a united team. A refreshed set of values and behaviours were needed to support this change and bring all employees together. M&P Partners worked with David Jones and the Country Road Group to bring the values and behaviours to life via a clear narrative that unites the group and preserves the unique identity of the six retail brands.
We brought this all together with a creative campaign to enable employees to connect the little moments in their everyday work to the group’s purpose: adding quality and inspiration to life.
- Defined the Group’s purpose and refreshed the values and supporting behaviours.
- Created the organisation strategic narrative.
- Developed a range of content and collateral to create a spark including:
- a video animation to bring the narrative to life
- the internal teaser and launch campaign
- visual representation of the purpose and values
- a microsite to enable employees to share their ‘little moments’.