To take on this challenge, thinkPARALLAX set out to develop a refined messaging and communications strategy for Make Time For Good. We traveled to Fossil Group’s headquarters in Dallas, Texas — this was pre-pandemic — to conduct in-person focus group interviews to better understand the company’s brand, messaging, and sustainability strategy. Supplemented by a thorough asset review of key Fossil Group sustainability communications and strategy documents, we became experts on all things Fossil Group.
Our work involved three elements: creating a targeted narrative, building a strategic communications plan, and devising a website strategy — all with the goal of positioning Fossil Group as a sustainability leader in the watch and accessory space.
We first crafted messaging in Fossil Group's signature optimistic and accessible brand voice to articulate the company’s approach to sustainability. The new narrative focused on radical transparency needed to transform the fashion industry. To help deliver it, we created a communications plan that Fossil Group could immediately act on to engage its internal and external stakeholders. This included a strategy for introducing the Make Time For Good framework to external audiences, a roadmap for reinforcing the framework internally, and a cohesive timeline of campaigns and drumbeat tactics to promote Make Time For Good throughout the year. To adapt the message to a digital-first environment, we also devised a website strategy, including visual and written content, to share Fossil Groups sustainability plan with the world.