Talking to executives about what they do and how our brands can help them accomplish their goals is a huge part of my job. A recent favorite client of mine is Jesse Moyer, head of global retail store design at Levi Strauss & Co. Even before we connected, I had noticed that Jesse has a really strong social media presence, and I got the sense that he wanted to share his insights and work with a wider audience. He hadn’t worked for Levi’s very long, but he was representing the company enthusiastically, from what I could tell, so I thought he would be excited to showcase his work in American Builders Quarterly, and I reached out to him.
Jesse is the young entrepreneurial type; he has great experience and is very accomplished, but he is still making his way and was really down-to-earth. In our first conversation, we discussed how we could team up to showcase all the strong work he’s been doing at Levi’s. He told me about the decision-making that goes into creating the look and feel behind Levi’s stores, how the design is meant to make the customers feel. We talked about his goals for innovating such an iconic brand in a way that appeals to new markets as well as their classic consumer, and we spoke about how the design of the stores should reflect the old and the new.
After I secured advertising for the feature from Jesse’s business partners, I passed off my notes and the ideas Jesse and I worked up for his story to my colleagues in the creative department, who worked closely with Jesse to craft an article. And I got the added bonus of letting Jesse know his article was going to be on the cover of the magazine! He was pumped, of course. We sent a photographer to take photos and meet him in person. After the story came out, Jesse was thrilled. He told me he used the article in a lot of ways because it was an outside perspective sharing the hard work he and his team are doing. Jesse has been able to use it as a promotional tool for himself and the business, and the last time we spoke, he told me that it really boosted him forward.
I’m also personally connected, which helps; I wear Levi’s jeans, and I shop at the Levi’s store—that’s why I wanted to talk to him. When I stop in the store now, I can’t help but think about our conversations. And, actually, I notice more details about the store itself, and I think about the planning and strategy that went into creating it. I doubt I would have even noticed if I hadn’t had the opportunity to work with him. Talking with Jesse was like going behind the scenes.
Every day, I spend my time talking to executives like him about their projects and career challenges. These are people who are brilliant and influential in their fields and who are making enormous impact within their companies. I was really proud to have a hand in helping tell Jesse’s story. He’s still one of my favorite clients, and I’m glad that he’s gotten the recognition he deserves thanks to our feature.