BASIC + Keen Talk Bringing Brand Forward at Salesforce XChange Conference

Events Posted on — 07.07.2017

BASIC + Keen Talk Bringing Brand Forward at Salesforce XChange Conference

BASIC CEO & Executive Creative Director, Matt Faulk, recently joined a panel focused on educating retail professionals about the organizational design process used to create the new KEEN eCommerce platform.

Salesforce Commerce Cloud (previously known as Demandware) hosted one of the largest retail conferences of the year in Las Vegas, NV. In an effort to think outside of transactions, the Salesforce XChange conference brought together some of the world’s leading retail professionals including Sir Richard Branson, Jeffrey Barnett, and Chris Ladd, to name a few.

As part of the XChange speaker series, BASIC CEO & Executive Creative Director, Matt Faulk held a collaborative panel with John Evons, VP of Global Commerce at KEEN, and Michael Minter, VP of Marketing and Creative at KEEN.

The discussion provided a detailed look into the organizational and creative approach that was used to bring the KEEN brand forward on the Salesforce Commerce Cloud platform. The talk spoke to the rapid progression of content and commerce and focused on helping attendees better understand the importance of establishing a collaborative process between design, marketing, and content teams.

“By identifying the needs and constraints of each team from the start of the project, we were able to create a unified approach that focused on operationalizing the design process, while we worked on elevating the KEEN brand into the digital space,” explained BASIC CEO & Executive Creative Director, Matt Faulk. “Our brand, digital and merchandising teams all worked together to bring the brand forward in every sense of the word – not just creatively, but as an organization dedicated to the future of their business.”

To learn more about the creative process, head over to the KEEN eCommerce case study or explore some of our core services.

About Sales Force XChange Conference

The event highlights how retailers can engage with customers in a whole new way, and showcases the benefits of Salesforce for Retail, including Commerce Cloud, Marketing Cloud, Service Cloud and Sales Cloud. Indeed, attendees can look forward to “cross-cloud” breakout sessions which focus on leveraging a single platform to streamline the entire customer journey, from discovery to conversion to service, advocacy, and more.


BASIC is a brand strategy and digital design agency that brings brands and culture together. Creating on the principle that culture drives commerce, BASIC leverages shared values and ideals to inform strategy and design, making digital experiences that inspire human interaction.

With a growing client list of the world’s leading passion-brands, BASIC specializes in millennial insights, strategy-driven and design-led brand development, user experience and digital innovation. 2016 awarded BASIC 7 Webby Award Recognitions, including shopping site of the year, best practices finalist, as well as honoree awards for mobile shopping and three other categories. BASIC also earned two site of the year recognitions at the 2016 OMMA awards in the fashion and retail categories.