The Children's Place
Crafting a sustainability story for a new generation.
Category ESG, Social Good Storytelling
Capturing the spirit of social good for one of America’s largest children’s clothing retailers.
The Children’s Place (TCP) has grown from a North American brick-and-mortar to a global, digital-first specialty retailer—and so have their environmental, social, and governance (ESG) practices and programs.
As the next step in a decade-long sustainability journey, they needed to translate their efforts into something meaningful for TCP associates and a growing younger customer base.
So we crafted a sustainability story that expresses each of their ESG pillars through a brand new messaging platform and refreshed visual identity, all of which debuted in their 2023 impact report.
Deliverables
- Design
- Visual storytelling
- Brand alignment
- Strategy & execution
- Project management
Getting into the right head—and heart—space.
Interviews with key employees in different roles and regions revealed that across the board, TCP associates wanted a clearer, more accessible way to talk about the company’s sustainability initiatives—both internally and externally.
A collaborative messaging workshop with the ESG team helped us get to the heart of their story: the attitudes they want to encourage in others, how they want to make people feel, and what makes their social good efforts truly great.
Crafting their story, stitch by stitch.
“Protecting the future of our PLACE” seamlessly ties into TCP’s corporate brand while uniquely wrapping their ESG work in the personality they exude: purposeful, joyful, and endlessly optimistic.
We developed key messaging that translates each pillar into inspiring yet functional language that helps tell a cohesive, authentic, and approachable story about the good they’re doing in the world.
And a messaging playbook provides clear, easy-to-use guidelines that enable all associates to communicate effectively about sustainability, both inside and out.
An impact(ful) report.
With the messaging done, it was time to bring it all to life in their 2023 Sustainability & Social Impact Update. Building off the award-winning visual identity we had created earlier in our partnership, we created a refreshed look and feel that incorporates thoughtful design elements, clear data visualizations, and playful imagery.
We paired rounded triangles—reminiscent of clothing hangers and symbolizing forward movement—with vibrant colors and playful imagery to capture the spirit of the brand—and the children who wear their clothing.
Then, we leveraged their new story in headlines and supporting copy across the report, weaving together facts and feelings to create a deeper connection with ESG at TCP.
The journey continues.
As is the case for many organizations, TCP’s sustainability journey will never be truly complete. But as they continue to create a brighter world for future generations, they’ll have the tools they need to talk about their programs, practices, and progress.
Our partnership also continues to evolve with consumer research focused on how the next generation of customers think and feel about sustainability.
We were very happy with the work from JK Design this year. The process went smoothly and we think that this year’s report is our best yet.
