Purpose Articulation and Strategic Initiatives

I collaborated with Burberry to articulate their corporate Purpose. This involved conducting interviews, workshops, and surveys to deeply understand Burberry's culture and ethos, including exploring the founder's story. The resulting Purpose principles served as the foundational pillars of Burberry's new direction, linking their strengths to a global need.

In addition to defining the Purpose, we developed strategic projects to demonstrate Burberry's commitment to this new vision. Key initiatives included building a circular economy for their flagship stores, creating culture programs for employees, and transforming ways of working. These projects were designed to embed the Purpose into every aspect of the organization, ensuring that Burberry's values were reflected in their operations, employee experience, and customer interactions.