Client: Adidas Global DBC

Project: miadidas brand Copy guidelines & CRM

Purpose: Create the global brand copy guidelines for adidas and corresponding content. Streamline and write consumer-facing global CRM deck.

Contribution: Concept, creative direction, copy

Effectively writing for a brand is near impossible without proper foundational guidelines to steer the creative rudder.

Since I was tasked with producing CRM on multiple projects, and writing all the global consumer facing emails for both customizable products and inline products, I knew first hand that the adidas brand lacked a cohesive copy guide to follow.

The lack of guidelines created page redundancies on their e-com site, directly affecting the content creation pipeline. It made instructional communications confusing, leading to excess call center time spent resolving problems. It also created communication and transactional mistakes, and left technical copy feeling flat.

Worst of all, creatives produced brand content per situation without adhering to a multipoint communication system or any overarching dialog.

I resolved these problems by consolidating and auditing the copy decks - then produced a simple uniform copy guide that Adidas AG still uses today on all of their projects.

Check out the copy guide.

Project: Various adidas emails

Purpose: Draw people to adidas ecom with weekly product drop emails

Contribution: Designs, Copy