SITUATION Buff, the European scarf maker, needed to move into the U.S. market with a more relevant and distinct brand persona.
CONTRIBUTION After co-leading a Brand Gravity Workshop for Buff, we identified Buff’s brand behavior and attributes as “the liberating rebel.” My team then created the “Liberation” ad campaign to express this more evocative persona and value proposition.
RESULTS By addressing the U.S. customer in a meaningful way, Buff successfully launched and grew their domestic market share.
SITUATION Platypus went head-to-head with Camelbak for years. Platypus needed a brand overhaul to tell its easy-to-use/easy-to-clean value proposition in more compelling way.
CONTRIBUTION As the Creative Services Manager, I held brand persona work sessions with the brand manager, copywriter, brand designer and marketing director to move away from a complicated and quirky communication style to a more clean, bright, inspiring and easy-to-use persona. I oversaw the brand designer as she brought this new persona to life with an entire brand refresh.
RESULTS Platypus secured itself in the hydration category as a leading player for the next generation of endurance athletes.
SITUATION Thermarest’s 35-year market domination was under threat as their technology patents had recently expired. The brand needed to get smarter with its communications and deliver more relevant value proposition messaging.
CONTRIBUTION As the Creative Services Manager, I held brand persona work sessions with the brand manager, copywriter, brand designer and marketing director to move this brand away from its overplayed, on-the-ground comfort messaging toward a more holistic view of how revitalizing rest is for your entire adventure.
RESULTS Thermarest maintained its leadership position in the category despite an onslaught of competition from OEM and channel-specific brands.
SITUATION This bold startup bicycle advertising business needed to communicate the effectiveness of putting your message on a rolling bicycle billboard.
CONTRIBUTION Working as an Art Director with a Seattle illustrator and writer, we developed these self-promotion posters to communicate engaging personality, smart logistics, personal touch and a friendly handshake.
RESULTS Biking Billboards enjoyed solid growth in sales and were seen throughout Seattle business districts by countless eyeballs.