TOUS

In 2021, after developing projects such as 100×100 TOUS and the creation of SUOT STUDIO together with the brand, Nadie Progressive Brands was commissioned by TOUS’s top management to drive the company’s growth through creativity and its role in business generation.

To meet such an ambitious request, Nadie designed a comprehensive corporate transformation program: “TOUS INNOVATION CULTURE.”
At its core was the identification of the company’s major structural creative assets—present at the heart of its DNA—redefining them through a contemporary lens and integrating them into a global innovative Culture for TOUS. This meant designing an updated “soul” that would erase the boundaries between brand and company, aligning every corporate function under a global perspective of a creative and innovative brand. A company ready to connect with a fast transforming contemporary environment, with new design cultures, and with the demands of a future—and new targets—already knocking on the jeweler’s door, demanding new values, new aesthetics, and new ways of doing.

THE VALUE OF STRATEGY IS ALWAYS ITS IMPACT

Given the ambition of the challenge, this could not be just a strategic design project: TOUS was to become an extreme example of our commitment to implementation and impact—and above all, to its connection with the brand’s reality.

To this end, we designed specific programs focused on management and organizational culture, knowledge, product design, talent and people culture, marketing and retail transformation, and the institutional projection of the company. Nadie’s team integrated into the organization to lead or co-create, together with leadership and internal teams, the materialization of this new innovation culture. Day by day, challenge by challenge, hand in hand.

It was a long journey of nearly four years of work, full of firsts, shared learning, effort, and excitement. Driven by owners and top management determined to “switch on the high beams” toward the most ambitious future—empowering us to lead a transformation both demanding and deeply desired. A transformation that is now a tangible reality in TOUS’s increasingly global outlook: an open organization where innovation is an imperative, made more fluid and viable each day thanks to a culture enriched by new ways of managing, new perspectives, new profiles, new people, and a new ecosystem of creative and innovative connections.

TOUS INNOVATION CULTURE generated new innovation processes, new team concepts, new work and co-creation dynamics, new models, new indicators, and a large team transformed into an innovation community. A new way of managing people, ideas, and projects, supported by the creative DNA of the house. And one that was reflected, year after year, in unprecedented business results.

Although perhaps the most inspiring aspect of these years was working hand in hand with so many people committed to the brand’s legacy and, at the same time, deeply involved in its projection into the future—from every role and profile. Seeing them become more engaged and more capable every day. Once again, this was not a project “by Nadie,” but the outcome of teams responsible for bringing it to life—aligned with our vision and empowered to execute it. They surrounded the project with a sense of excitement, collaboration, and dedication that we will never be able to acknowledge enough.

WHERE DOES AN INNOVATION CULTURE BEGIN—AND WHERE DOES IT END?

Nadie’s working culture is defined by never measuring the level of innovation or commitment—always pursuing one more mile. As with the transformative power of an innovation culture: setting limits is nearly impossible. In our work with TOUS, this translated into Nadie’s involvement in numerous parallel corporate projects, new needs, and emerging opportunities, which expanded the reach of our work within the company and amplified the impact of this innovative culture across nearly all key scenarios for the brand and the organization. Examples include:

THE COMPLETION OF THE BRAND REPOSITIONING, ITS STRATEGIC PLATFORM AND THE DIRECTION OF THE REBRANDING PROCESS:
A movement that resulted in a tangible expansion of TOUS’s appeal among new generations of customers — a challenge at the very core of the strategic vision.

THE DESIGN OF TOUS’S NEW BRAND EXPERIENCE MODEL:
Created to bring the new positioning and philosophy to life across all brand interfaces, with a special focus on marketing—transformed by Nadie into a new model and structure of Brand Experience Management.

THE UPDATE OF THE BRAND’S RETAIL ECOSYSTEM:
Including its concept-creation processes and dynamics, the connection of the brand with a new ecosystem of top-tier professionals, and the transformation of TOUS’s internal architectural design structure and culture.

THE RELAUNCH OF TOUS ATELIER:
The brand’s top range—its high-end, excellence-driven jewelry line, carrying the family’s most profound genetic heritage—reimagined under contemporary aspirational criteria.

THE REDEFINITION OF THE BRAND’S DNA, BOTH INTANGIBLE AND PRODUCT-BASED:
Translating spirit, soul and legacy into operational, manageable and actionable assets—enabling evolution without sacrificing essence.

THE CREATION OF A NEW PRODUCT DIVISION:
Effectively a “spin-off” born from our collaborative process with the company.

THE REORGANIZATION OF THE BRAND’S WATCH OFFER:
Realigned under principles of coherence, future-orientation, creative excellence and rationalization.

THE CREATION OF THE TOUS & ELISAVA CREATIVE DESIGN CRAFTS CHAIR:
One of the “crown jewels” of the project, for its ability to project the uniqueness of the TOUS model and become an icon and benchmark for new generations of jewelers, designers and entrepreneurs.

There is no single path to innovation. Each brand must define its own.
The meeting point between brand management and an innovation culture generates a transformational framework with exponential impact on business, the company, the brand, and its people—always multiplying, always inspiring.