We also changed Nature Valley's TV communications, which had been historically very CPG-style, and we made them less contrived, more realistic and emotional so that people could enjoy nature even from their couch. When I started working on this account, there was very little brand consistency and we made sure to work collaboratively and build a consistent brand across touch points.
OUR PROCESS: I conducted research (primary and secondary) to understand how people relate to nature, what it means for them and how it feels. I then facilitated several workshops with key stakeholders to look at all touch points and select the common themes, identify opportunities for brand equity consistency and develop together with the creative team some brand principles. We wanted to keep it flexible and leave room for creativity, but we also made sure to build a brand that was recognizable and authentic.