For Wolford, a strategic concept was developed as part of a hypothetical research project, taking on the role of external consultants to the brand. Following a period of setbacks experienced by the company, the focus was on identifying the underlying challenges and formulating strategies to successfully reposition the brand in the market. The outcome took the form of an advisory report for Wolford AG, providing well-founded and forward-looking recommendations for the company’s future direction.
To advise Wolford, an analysis was first conducted of how the company was currently operating internally and externally. This allowed us to identify what was not going well within the company and subsequently examine how this could be resolved. This related both to the company's core values, which did not align with how the company acted in practice, and to the company's target audience, which had changed.
We created “Wolford Touch,” an app concept focused on care, resale, and transparency, featuring product care tutorials, a resale function, and Digital Product Passports. I contributed to shaping the concept, writing the strategic rationale, and visualising the app screens to show how a digital touchpoint can extend product life and strengthen customer relationships.
In addition, a supporting communication strategy was developed, including the launch of a hosiery care product, social media content concepts, and influencer collaborations aligned with the brand’s values. This project strengthened my ability to connect research and brand positioning with clear visual outputs and to design cohesive, responsible brand ecosystems across digital platforms and communities.
