My association with Luxottica Retail began in 2008 when Kennedy Communications submitted an RFP for a Target Optical onboarding program. My work continued for nearly a decade through multiple complex initiatives for other brands within the organization.
We designed the strategy for a recruiting, interviewing and hiring process for Sunglass Hut that would ensure each store hired the best talent to represent the brand and deliver the promise to customers. The Natural Selection hiring kit included concept development and content strategy, instructional design, package design, multiple workbook & exercise components and trainer instructions. Within the first year of launching the Natural Selection program, Sunglass Hut achieved a roughly 125%-of-plan success rate for new hires.
The visual strategy behind the supporting elements of the program capitalized on the ubiquitous understanding within the company that Sunglass Hut is, first and foremost, a high-fashion brand. In our travels to various locations across the US for store tours and photo shoots, we also discovered that the prevailing culture in the field had a wicked sense of humor we could speak to on a visceral level through over-the-top “Zoolander”-style runway model photography.
Target Optical was an in-store lease arrangement between Luxottica and Target retail stores. Contractually, Luxottica was charged with blending into the Target retail environment, along with every other lease department. The challenge we faced with Target Optical employee onboarding was balancing the two distinct cultures of Target and Luxottica while avoiding discrepancies that might hinder future integration into the general Luxottica culture.
Our solution was to combine the overt and fun elements of the Target brand with the tactical details that an employee would be required to learn in order to function in a Luxottica retail environment.
An alternate design approach leveraged a cleaner look, but didn’t align as well with the Target branding at the time:
After developing the core curriculum for the Natural Selection hiring program, Sunglass Hut wanted to update its onboarding process to support the new brand. The training had to work in an often single-coverage retail environment so it would need to include instructor-led and independent learning opportunities.
We gave the old onboarding program a complete overhaul and a new name: Runway, which had the double-meaning of relating to a fashion runway and also to the idea of taking off into a successful career. The original version of Runway was a paper-based program that included both instructor and learner books and product training cards
LensCrafters is the largest retailer of eyewear in North America. Several years ago, they needed to align the company behind a newly refocused business strategy that would impact every level of the organization. Employees needed to understand the rationale for the transition and what it meant for their roles and accountabilities.
We collaborated with company’s leaders as they fine-tuned the business strategy. We provided a fresh, external perspective along with facilitation of team meetings that gave major stakeholders an opportunity to contribute to the process. To cascade the information throughout the organization, we created an engaging story of the new strategy, designed visual metaphors and wrote simple stories that communicated complex concepts of the strategy and connected them to the past, present and future of the organization.
We also created a presentation with animated elements and speaking points that provided a structure for company leaders to easily share the strategy at all levels of the organization. A printed storybook with a complete narrative served as a standalone piece that could guide a reader through the strategy independently.