ShopAllHub Brand Alignment Workshop
The strategic groundwork that made the ShopAllHub.com overhaul possible.
FROM
TO
The re-design had to wait.
The Ask
When I joined Prepango, one of the CEO’s expressed priorities was to improve the ShopAllHub.com online experience to drive sales alongside the vending machine business. Everything sold in the machines was available online, and the site wasn't pulling its weight.
The Problem
The deeper I dove into the Prepango ecosystem, the more obvious the discrepancy in opinions over the e-commerce brand became. Everyone I talked with had a different idea about the ShopAllHub.com brand, what it stood for, and where it was going. No shared foundation existed.
The Case
Redesigning the site on top of a brand without a shared direction meant scaling something that wasn't working. We wouldn’t be truly successful in creating a profitable e-commerce website without investing in foundations that will need to withstand scale. The CEO agreed, and I got to work.
2
Hours facilitating the brand alignment workshop
6
Senior Stakeholders: CEO, CFO, heads of IT, Sales, Content, and Brand Partnerships.
The Session
Every activity was built from scratch using best practice facilitation methods. We moved through an icebreaker, mission and vision mapping, an empathy map, tone and personality exercises, and a competitive brand review. Sticky notes, dot voting, and group synthesis kept every voice equal regardless of title.
Every participant left ego at the door and the format did its job. By the end the room had reached alignment on things that had never been explicitly agreed on before. The tensions that surfaced were not about aesthetics but about identity.
Questions like "Is ShopAllHub a curated marketplace or a mass appeal platform?" and "Is it a connector of brands or a destination in its own right?" led the group to their own answer: approachable, reliable, and fresh. Easy to discover and easy to trust.
The Final Result:
ShopAllHub Brand Guidelines
