In collaboration with the global brand team, I helped develop a retail storytelling framework for S-Works, creating a more consistent and elevated way to present the brand across retail environments.

The goal was to position S-Works as the pinnacle of Specialized performance, innovation, and craftsmanship while creating a premium experience around the products. I developed the retail storytelling hierarchy for how the brand, hero products, innovation stories, and new product launches could work together within the space.

I also developed a modular signage system that allowed local teams to quickly and cost-effectively update product stories as new launches came to market, while maintaining the elevated look and consistency of the overall experience.

This collaboration extended to our internal education program, ensuring retailers were well-equipped with the training and resources needed to deliver a consistent, impactful execution on the floor.