Project Overview

I was brought in by Rob Walstrom, the former CEO of Vera Bradley, and entrusted to rewrite Vera Bradley's mission, vision, and value statement. It was a profound opportunity to articulate the brand's enduring commitment to its customers, community, and core principles. This project explored the heart of Vera Bradley's identity, seeking to encapsulate its essence in words that resonate with authenticity and purpose. The goal was to craft a message that reflected Vera Bradley's unwavering dedication to creating joyful, beautifully crafted products that enrich the lives of their customers. At the same time, I wanted to capture the brand's growth and innovation as it strove to become a global leader of accessible luxury lifestyle brands. Anchored by Vera Bradley's core values of inclusivity, integrity, and innovation, I crafted a brand story emboldened by its rich heritage and boundless potential, that would continue to inspire joy in the everyday journey of life.

 
 
 
 

Skills for Success

 
  1. Crafting the Mission, Vision, and Value Statements: Taking the lead in articulating Vera Bradley's renewed commitment to its customers, community, and core principles through the rewriting of its mission, vision, and value statements.

  2. Ensuring Authenticity and Alignment: Ensuring that the rewritten statements authentically capture Vera Bradley's identity, values, and aspirations while aligning with the brand's strategic direction and long-term goals.

  3. Stakeholder Engagement: Collaborating with key stakeholders, including leadership, employees, and customers, to gather insights, feedback, and input that inform the rewriting process and ensure broad buy-in and alignment with the brand's vision.

  4. Communication and Implementation: Effectively communicating the rewritten mission, vision, and value statements across internal and external channels, fostering understanding, enthusiasm, and commitment among employees, customers, and other stakeholders, and driving alignment and action throughout the organization.