Going the extra smile

With hundreds of luxury, premium and high street retailers from many different countries, Westfield is a great place to buy everything from fashion and jewellery to cosmetics, sportswear, menswear and children's clothing. In addition, there are nearly 50 places to eat at the Westfield London centre alone, making Westfield a destination that people all over the world come to visit and enjoy. Whilst working at Laws of Attraction I helped to deliver an inspiring internal initiative, supporting front of house teams with a cultural communications strategy to underpin the fantastic services they offer.
Working with key members of the guest services, car parks and security teams, we defined the internal service culture so that members of the customer-facing teams understand and learn how to live the ideals of the brand so that ultimately the experience for the guests that visit Westfield is a consistently good one.
I brought in my good friend and exceptional portrait photographer, Dan Bolam to take pictures of the front of house staff on location at both of the Westfield centres. We chose to use existing employees rather than models to make the posters more authentic and relatable. 
I also created a series of still-life posters using word play to communicate the values in a witty, playful style.
I felt it was important that the production values of these 'ads' were on a level with the customer-facing comms to show employees that they were every bit as important as the guests that shopped at Westfield.

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