Threading a modern content ecosystem
The success of The Thread’s redesign lies at the intersection of a thoughtful system design and a robust content strategy, making the most human digital experience possible.
Problem
With the development of so much content over the years, we needed a central hub to house it and gain SEO benefits to the stuff we were producing. We needed to do more to connect with our audience and drive engagement.
Strategy
The Thread is more than a content hub, it is a culmination of the team’s work. By bringing storytelling and valuable content into a personalized shopping experience, we could cater to customer needs while delivering a holistic brand experience that’s easy to use, update, and deploy.
Solution
We created a sustainable environment that distributes relevant, curated content, alongside featured items, products, and services that align with user behavior, intent, and preference. The Thread also served as a way to search and categorize the content.
Weaving it all together
Form, functionality, and simplicity were key drivers of the project.
Easy search and embeddable widgets were key unlocks to helping the project succeed in becoming an easy to use solution for internal teams to upload content regularly.
Project Credits
With a project this large, there were lots of people involved.
My role was ACD, creative directing the work and leading the project end-to-end with our content strategist .
Agency Partners
Boldworld.co
Cloak & Dagger
Better Digital
Adobe
Accenture
Jaclyn Sands
Andrew Brown
Samantha Polizzi
Andrew Charney
Derek Hollister
Internal Team
Naomi Fujimoto
Justus Riley
Stefan Clark