Strategy & Innovation


Ecommerce, Retail

The idea for a personalized license plate didn’t come out of thin air. It started with a strategic understanding of Zappos’ legendary core values.

Zappos License Plate - Sandy - Img 189801

The Project

Zappos celebrates employees every day and wanted a special way to honor employee anniversaries and years of service.  That appreciation became a driver in brainstorming, which led to the idea of cool vanity plates featuring each employee's name and a "renewal sticker" decal to recognize their years with the company.

The Result

It was a simple, well-executed idea that resonated with employees. The plates quickly became a permanent part of the office décor, even popping up in the NY Times for an article on Zappos company culture.  Zappos Core Value #6:  "Build a Positive Team and Family Spirit" is reinforced through this unique awards model which helps connect new employees with seasoned veterans and vice versa.  This type of strategy and collaboration is the stuff HR legends are made of, keeping Zappos' model for company culture as one of the most admired in the country.