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LifeOnTheIsland

How we developed an employer brand for River Island that aligned perfectly with their LIFE values, echoed their consumer brand, celebrated their people and introduced the world to a hidden gem of a culture
Studio image of a male River Island employee

At a glance

Sharing a powerful story

Putting family values at the heart

Capturing a very stylish brand

River Island is a big name on the high street 

They have a proud history, a strong present-day and huge ambitions. But despite all this, they’re a hidden gem as an employer. 

We needed to: 

  • Shine a light on their wonderful culture. 
  • Open their doors wider than ever before. 
  • Speak differently to current and future Islanders. 
  • Discover the stories behind their long-standing family values. 
River Island adverts

We went digging on the Island. And we found gold 

We spoke to all kinds of Islanders, from the CEO and key directors to Islanders in tech, product and retail. Five key themes shone through: 

  • The pride Islanders feel 
  • The exciting progress River Island is making 
  • The value (and values) of family ownership. 
  • The inclusive and supportive culture. 
  • The opportunity to build a diverse career. 

The first four aligned with River Island’s LIFE values, with a fifth adding a career-focused pillar. Together, they are a story worth sharing. 

cup of coffee people talking

This is Island life

The idea at the heart of River Island’s employer brand introduces and celebrates an amazing business and an equally amazing culture. It allows us to showcase every aspect of life and work on the Island.  

group of people with the hashtag in front 'this is island life'

This is our video and photoshoot 

Working with their brand photographers, we ran a full video and photoshoot to capture a wide range of Islanders being their true selves and doing what they do best. 

photoshoot of river island colleagues

This is creative content 

River Island has a huge resource of potential content creators. We’re equipping them with a host of ideas to share their perspectives on life on the Island. 

We’ve also created an on-brand playbook, to help their people tell our story, their way. 

person doing a dance pose
three Macs with river island images on
three Macs with river island images on

And this is just the start

#lifeontheisland is ready to go live. There are all kinds of things planned, from a launch campaign and a new careers site to a whole social strategy. And, with a unique culture to celebrate and an army of Islanders keen to get involved, it’s going to go far. 

River Island LifeOnTheIsland CS_1080 x 1080-6

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