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Emma Shook
New York, USA
Communications guru crafting sharp narratives for brands.
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Communications guru crafting sharp narratives for brands.
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Building an Internal Communications Ecosystem
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What happens when a furniture brand with great products doesn't yet have the story to match? That was the starting point with Mobelli Furniture and Living, a family-owned business led by a passionate entrepreneur, operating in one of Gauteng's most competitive decor landscapes. They had a clear brand promise, affordable luxury with a touch of European chic, but their retail environment and brand expression hadn't yet caught up with that vision. Our mandate was to change that.
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When your frontline staff are your most powerful brand asset, investing in how you communicate with them changes everything. Queenspark is one of South Africa's most established national fashion retailers, serving a loyal and discerning customer base. My role as a consultant spanned several years and covered many facets of their retail strategy — but the work that stayed with me most was what happened on the inside. Post-Covid, it became undeniably clear that the in-store experience was irreplaceable for Queenspark's customer. But that experience is only as strong as the people delivering it. So we turned our attention inward. My focus shifted to building the internal communication tools and frameworks that would bridge the gap between Head Office directives and frontline execution. Clear, consistent communication across a national retail network is no small task, and getting it right meant staff felt informed, valued, and connected to the brand they represented every day. One of the initiatives I'm most proud of was the creation of an in-house staff magazine, a regular internal publication that did far more than share VM instructions. It celebrated the individuals behind the brand, spotlighted exceptional performance, built awareness of brand standards, and developed the soft skills that post-Covid retail demanded. For many team members, it was the first time they'd felt truly seen within a large corporate structure. We complemented this with ongoing training touchpoints, a performance recognition programme, and a clear internal communication rhythm that kept teams aligned, from head office all the way to the shop floor. The results spoke for themselves. Brand standards improved. Staff morale lifted. And the quality of the in-store experience reached new heights — because when your people feel proud of where they work, your customers feel it too. Internal communications isn't a nice-to-have. It's the backbone of a brand that actually works from the inside out.
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Nine episodes. One studio day. A year of content. 🚀 Last month, I got the chance to step into something different, working alongside a brilliant media production team to create a full podcast series for a business owner. My focus? Making sure every single episode felt unmistakably theirs. Brand consistency across audio and visual content is trickier than it sounds. It's not just about slapping a logo on the thumbnail, it's about weaving their voice, their values, and their aesthetic into every frame, every intro, every design touchpoint. So we developed a comprehensive brand framework for the series: visual guidelines, tone of voice standards, and design systems that could flex across different content formats while staying cohesive. The result? Nine episodes that don't just feel like they belong together - they feel like they belong to them. I love working across different mediums. Brand work is brand work, whether it's a retail space, a website, or a podcast series. The principles are the same; the canvas just changes. If you're a content creator or business owner looking to scale your content without losing your brand identity, let's talk.
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