A five-week engagement: a full community strategy for a premium Swedish sneaker brand, from first workshop to a boardroom-ready deck in four weeks.
A premium Swedish sneaker brand that needed to understand its community: who it's really for, and how to show up for them with intent rather than noise.
Co-led with Richard Teyssier, we mapped the brand's community, defined three sharp consumer profiles, and built a communication framework plus a set of brand guardrails to keep every future move on strategy. From workshop to a boardroom-ready deck in four weeks.
Community mapping · three consumer profiles · communication framework · brand guardrails, packaged as a decision-ready brand playbook.
A playbook is what turns identity into an operating manual.
“Huge thanks to Richard Teyssier and Laurent David for their outstanding work on the Axel Arigato brand playbook. A brand's identity lives in its brand platform, but a playbook is what turns that identity into an operating manual. It's what guarantees we build the brand consistently and sustainably, aligning the entire organisation around the community we serve, the key products we focus on, our communication strategy, and our tone of voice. Having this instrumental document in hand feels like a real step forward as we enter the next phase of growth for Axel Arigato.”
Frédéric Serrant, CEO, Axel Arigato
