SITUATION In order to tell a more clear and compelling selling story, TrueBlue needed to enhance their sales and marketing materials.
CONTRIBUTION As the Creative Director, I realized the existing collateral for TrueBlue’s subsidiary brands suffered from an extremely disparate visual brand language and overlapping value propositions. My creative team and I worked with the brand management team to develop a new visual brand language, unified under the TrueBlue umbrella, and a messaging matrix with distinct value propositions for all sub-brands.
RESULTS The brand management team was empowered with a new enhanced and unified selling system that also improved their cross-selling capabilities.
SITUATION The annual sales rep selling tool – “the workbook” – needed to present the brand’s past heritage along with its existing products and newest innovations for the upcoming year.
CONTRIBUTION As Creative Services Manager for Cascade, I provided art direction where needed, but my primary responsibility with the workbook was maintaining harmonious relations between the myriad of stakeholders. New specifications, selling points, illustrations and imagery were all needed, at one time. This was where the rubber met the road in the product development cycle. It was always a long sprint to get this info into the system in time for the next milestone.
RESULTS Cascade had one of the most diverse, interesting and innovative collections of products in the industry. Its workbooks were known to be one of the best-selling tools.
SITUATION SealLine was applying its long-standing waterproof drybag technology - developed for paddling sports - to the growing urban gear/apparel market.
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 former design language of showing lots of people splashing around in rivers to a new, dramatic, low chroma, high contrast and detail-oriented brand presentation. The brand messaging evolved to focus on challenging environments – both on the water and in the city.
RESULTS SealLine successfully penetrated the urban gear/apparel market with a smart, functional and profitable line of waterproof products.