Shelf Conscious: Internal Knowledge Base Rollout
In just four weeks, Tell 'em Mo turned Shelf Conscious's initial internal documentation into a single, structured source of truth their whole team now relies on day-to-day.
The client
Shelf Conscious is a digital shelf performance platform helping brands and retailers maximise their product visibility, content quality, and commercial performance across retail channels.
Trusted by global names like Kleenex, Instax, Donaldson, RS Components and WypAll, Shelf Conscious gives commercial teams the visibility, tools, and expert support to take control of their product portfolios across retailers and regions.
As the team and client base grew, so did the need for a single, reliable source of truth: somewhere their internal know-how, processes, HR information and client documentation could live, be found, and be trusted.
The brief
Shelf Conscious approached Tell 'em Mo to support the delivery and rollout of their internal documentation project: a strategic initiative to centralise the business's knowledge inside ClickUp, with supporting how-to walkthroughs built in Scribe.
The engagement was structured as a four-week pilot, with three core deliverables:
Project Planning: implement a plan and oversee governance across key stages for clarity and efficiency.
Workflow & Process: utilising ClickUp and Scribe to support template creation and rollout of internal documentation for processes and clients.
Team Support: work alongside the Shelf Conscious in-house team and provide general project support across all aspects of delivery.
The challenges
A documentation rollout sounds straightforward on paper. In practice, this one carried a few challenges:
A live handover, not a fresh start. The project was already in flight with another project manager. Tell 'em Mo needed to onboard, absorb context, and pick up momentum without disrupting the team.
Scattered information across multiple categories. Documentation needed to span Company HQ, HR & People, Client-facing materials, and internal Tools & Templates, each with its own audience, owner and level of sensitivity
No consistent template standard. Existing documents lived in different formats and styles, making them hard to find, harder to maintain, and easy to duplicate.
A tight, fixed window. Four working weeks, capped at 80 hours, with a clear month-end review gate.
Adoption risk. Even the best knowledge base fails if the team can't navigate it or doesn't trust it. The rollout had to be something the in-house team could actually use and maintain after handover.
The solutions
Tell 'em Mo built the rollout around four practical elements:
1. A clean governance layer in ClickUp. A dedicated Knowledge Base space was set up to act as the staging environment, with clearly defined buckets and a top-level Knowledge Base Library housing every reusable asset. Each bucket got its own checklist (Company HQ Checklist, HR & People Checklist, Client Checklist) so progress was visible at a glance.
2. A standardised template system. Rather than rebuilding every document from scratch, a reusable Templates Library was created covering the document types the business actually uses. Every new or migrated document was tagged by Category and Document Type, with assigned doc owners and review dates baked in.
3. A live triage workflow. A simple status flow To Sort → In Review → Live → Needs Update was applied across the Knowledge Base so the team could see exactly what was ready, what was being worked on, and what needed attention. Combined with linked documents and assignees, this turned the documentation rollout into a manageable, trackable pipeline rather than a back-of-mind side project.
4. Scribe walkthroughs and AI-enabled discoverability. Step-by-step guides were built in Scribe, including a ClickUp AI Guide and a Knowledge Base Automation Guide, so the team could self-serve on how to use the system. Key documents were marked as Wikis, making them recognised "source of truth" entries that ClickUp AI could summarise and surface on demand, dramatically cutting time spent hunting through folders and documents.
The results
Knowledge Base architecture
A fully structured Knowledge Base architecture in ClickUp, with four content buckets, a centralised Knowledge Base Library, and weekly activity reporting.
Templates library
A reusable templates library covering Briefs, Forms, Guides, Lists, Policies and supporting document types, giving the Shelf Conscious team a single, consistent way to create and maintain documentation going forward.
In progress checklists
Live in-progress checklists for Company HQ, HR & People and Client documentation, with clear owners, statuses and review cycles.
Walkthroughs
Scribe-built walkthroughs for ClickUp AI and Knowledge Base automations, equipping the team to self-serve without on-going support or hand-holding.
Final review
A successful end-of-month review with the in-house team, completed on time and within the agreed 80-hour pilot budget.
The pilot delivered exactly what it was designed to: immediate, visible value inside one month, plus a clear foundation for Shelf Conscious to continue the rollout with confidence.