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