The Challenge –
Levi Strauss & Company needed a way to get their leadership motivated. The jeans company was facing a huge change in the industry as their competitor’s designer jeans were hitting the street each day challenging Levi’s place in the jean industry. The company wanted to be known for it’s hip trendsetting ideas, however the energy of the management and their employees were becoming complacent, resting on the laurels of the Levi history. The goal was to produce a piece that motivated and reenergized all the top management to again take the company back to the top.

About the Work-
“Win” is a beautifully bound hardcover book that celebrates winners. Strategically, it maps back to LS&Co.’s core employee “Leadership Characteristics.” Artistically, it presents stunning photography and daring language. Peppered throughout are quotations from some of world’s most famous “winners,” like Lance Armstrong, Oprah Winfrey, Albert Einstein, and even Colonel Sanders (Winner of the National Poultry and Food Distributors Lifetime Achievement Award).

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