Guiding principles

When you have a legacy of more than 100 years of service, new interactions can learn a lot from past ones. For L.L.Bean, shaping these new experiences meant developing a set of guiding principles. In a culture of true believers, Almighty’s greatest value was to challenge those beliefs. Our strongest source material came from their roots.

Over dozens of working sessions, Almighty led a cross functional team in developing a set of ten guiding principles. These serve as a playbook for the ways in which experiences are designed and delivered. Once established, these principles shaped decisions around content development, customization and e-commerce experiences. Today, they inform the brand’s interactions with L.L.Bean customers, both online and off.