Creative Project - LUNDBÄCK DYHR

Project

Creative Project

JOSEPH — CREATIVE-LED BUSINESS TRANSFORMATION
From a loss-making business to profitability

THE CHALLENGE
When we joined Joseph in 2019, the business was loss-making. The brand had strong heritage and recognition, but the product offer had become too complex, key categories were underperforming, and greater alignment was needed between creative vision, product, customer and commercial performance.
Our objective was to create a more focused and desirable Joseph while strengthening the commercial foundations of the business.
We approached the transformation holistically—from product architecture and margin to brand identity, communication and retail experience.
From day one we worked on bringing the teams closer together. We reviewed processes and set up regular touch points
foster collaboration CONNECTING TEAMS elaborate

Project

Things of Quality have No Fear of Time

01 — SIMPLIFY & STRENGTHEN THE PRODUCT
We reviewed the entire product offer, reducing unnecessary styles and creating a more focused and purposeful collection architecture.
We identified underperforming strategic categories—including trousers, outerwear, knitwear, leather and tops —and systematically improved fit, proportion, fabrication, quality, hand-feel and design.
At the same time, we rebuilt the Foundations collection as an attractive and strategically important expression of the Joseph wardrobe: a strong commercial core rooted in timelessness, quality and black and white brand identity.
The principle:
Fewer. Better. More relevant.

02 — CONNECT CREATIVITY AND COMMERCIAL
Creative decisions were made with a clear understanding of price, positioning, margin, customer and channel.
Key products were continuously engineered and optimised to achieve target price points and improve margin without compromising the creative proposition.
We created a clearer product hierarchy:
CORE Protect and strengthen proven commercial business.
DNA Build recognisable products that express Joseph's identity.
HALO Create aspirational pieces that generate desire and elevate the collection.
Collections were structured to work across retail, e-com and wholesale,
COLOUR A disciplined colour architecture was established across core and seasonal collections, creating greater coherence, strengthening retail flow and eliminating unnecessary overlap across the offer and deliveries
Protect the core. Strengthen the DNA. Create desire at the top.

03 — TURN PRODUCT INTO STORIES-TELLING
We moved from thinking about collections simply as seasonal product offers to building clear product stories around the customer.
Together with marketing, we mapped a communication hierarchy from overarching brand campaigns through to seasonal and weekly product stories.
This created greater alignment between:
CREATIVE → PRODUCT → MARKETING → RETAIL → WHOLESALE → CUSTOMER
Product stories became easier for internal teams to communicate, easier for buyers to understand and ultimately clearer for the customer.

04 — REBUILD THE BRAND WORLD
The transformation extended beyond product.
We refreshed the brand identity, strengthening Joseph's distinctive black-and-white visual DNA, and evolved the expression of the brand across campaigns, packaging and physical environments.
We developed a new retail concept together with CMK, translating the creative direction into a more coherent customer experience.
The work existing portfolio provides strong visual evidence for this part of the story: retail concepts and material direction are followed by the new logo/shopfront and a comprehensive packaging and branding update.
One brand idea—One voice from garment to campaign, packaging and store.

05 — BUILD PURPOSE INTO THE BRAND
We developed socially responsible capsule projects that connected Joseph's values with product and storytelling.
Initiatives including Love Welcomes and up-cycled knitwear transformed existing materials and waste into desirable product while generating meaningful brand-building content.
This wasn't treated as a separate sustainability message, but as another expression of Joseph's values and creative identity AND A DESIRE TO ACTUALLY CONNECT AND HAVE A DIALOGUE . Your portfolio documents both the Love Welcomes collaboration and the Waste Project as part of the wider social-responsibility programme.

Project Credits

CLIENT

Joseph 2018–2023

COLLECTION DESIGN

Anna Lundbäck Dyhr and Frederik Dyhr

THE RESULT
FROM COMPLEXITY TO CLARITY.
FROM CREATIVE VISION TO COMMERCIAL PERFORMANCE
Across our tenure, we helped reshape Joseph from the inside out.
We reduced complexity and cost, strengthened key categories, engineered product to improve margin, rebuilt the core offer, clarified the relationship between core, DNA and halo product, and created stronger alignment between retail and wholesale.
At the same time, we evolved the wider brand—from campaign and communication to identity, packaging, social initiatives and retail experience.
During this period, Joseph moved from a loss-making position to profitability.
The transformation demonstrated a principle that continues to define our approach:
Creative direction is not simply about image. It is about connecting product, brand, customer and business to create desirability and commercial value.

Creative Project