My Work
I believe in the power of new ideas. The best ideas are often the simplest, most natural, and authentic ones. When embraced, these ideas can drive creativity, innovation, and growth. However, implementing new ideas can be challenging, as John Maynard Keynes once said, "The difficulty lies not so much in developing new ideas as in escaping from old ones."
To achieve success, we must take calculated risks and be skillful in making decisions. It's important to embrace the iterative process, which will refine and improve an idea over time. Iron can be ground down to a razor's edge, with enough effort and persistence, so too can we turn even the roughest ideas into powerful tools capable of cutting through any challenge.
The examples of my work below demonstrate how I have applied this process to my projects. By working collaboratively with talented teams of people, we have pushed ourselves to keep going with an idea until we achieved our goals and ultimately found success.
Onlife Health
At Onlife Health, we encountered the challenge of having a dated brand identity that struggled to stand out in a cluttered marketplace filled with numerous competitors but no clear leader. Although Onlife had been a pioneer in the wellness space by developing the market's first health assessment based on clinical expertise, our name and positioning became lost among hundreds of competitors in our market segment over time. To address this issue, we needed a fresh start and a new positioning for the brand.
To address this, we developed a new brand positioning called "A New Way to Well," building on years of expertise and experience in the market. To create authenticity around the new positioning, we needed to strengthen our thought leadership in the marketplace. My team and I created a series of case studies, white papers, and videos that highlighted emerging trends in the wellness industry and showcased our solutions. We modernized the brand's identity with an updated design and new messaging, which included redesigning our website, collateral, advertising, and digital assets into a comprehensive plan.
This resulted in a larger amount of volume entering our lead generation pipeline and $3.5 million in new business across both existing and new vertical channels, realizing an 11% increase in growth.
Red Kap Brand Development
Every day, 10 million people wear Red Kap uniforms to work, but most of them don't realize it since they receive their uniforms from their employers. VF Imageware made the strategic decision to enter the retail channel with their brand Red Kap to compete with established brands like Carhartt and Dickies. I was given the responsibility of creating a brand identity and market strategy for their launch into this new channel.
The challenge for Red Kap was the lack of a strong consumer identity or awareness, which was necessary to compete with well-established retail brands. To address this, I implemented a series of research projects, including in-depth ethnographies, quantifiable surveys, and focus groups, to identify and develop a unique brand identity that would generate high consumer purchase interest. The result? We achieved a 75% likability and purchase intent score, outperforming competitors!
Furthermore, we devised a comprehensive marketing launch plan for the new Red Kap brand called "Done Right." This omni-channel advertising plan encompassed retail merchandising, packaging, digital, traditional, and social media advertising to build brand recognition and interest. The industry support for the launch was widespread, leading to impressive first-year sales of $15 million.
Wolfgang Puck Brand Development
I had the chance to collaborate with Chef Wolfgang Puck in developing a new all-natural product line for the Schwan Food Company. The company's existing pizza brands, namely Freschetta, Red Baron, and Tony's, were not well-suited for the rapidly expanding all-natural category in grocery retail. As a result, I reached out to Chef Wolfgang Puck to gauge his interest in a licensing agreement, with the aim of creating a range of products that we could manufacture and sell under his brand, specifically targeting the all-natural food market. He agreed to the partnership, provided that his organization could develop the formulations and he would have the final say on the finished product. This collaboration was a strategic decision for both parties, considering the all-natural food category's impressive annual growth rate of 12%, and Schwan's lack of a suitable brand to effectively appeal to this market. Furthermore, Wolfgang’s brand is renowned for its commitment to all-natural sourcing across his restaurant empire.
The partnership yielded remarkable results. We secured distribution through club stores like Sam's Club and Costco, as well as Whole Foods and other national retail grocery stores, specifically targeting the all-natural category. In the first year, sales surpassed our expectations, demonstrating the productivity and success of the partnership.
Johnston & Murphy Brand Development
I had the chance to work on repositioning the Johnston & Murphy brand so that it would resonate with a younger demographic and align with the dress casual environment of today's modern offices. The challenge we faced was that office dress codes were evolving, but the Johnston & Murphy brand was still associated with the suits and ties era. Our goal was to update the brand including the product portfolio to make it more appealing to a younger audience, who were more comfortable with dress casual attire in the workplace.
To achieve this, we developed a brand architecture that catered to a segmented audience across the fashion spectrum, from dress to dress casual attire. We then translated and communicated this updated brand identity through new product designs, store redesign, updated packaging, catalogs, in-store signage, and sales collateral materials.
As a result, we successfully changed consumer perceptions of the brand and saw an increase in catalog and same-store sales year over year by 7.5%.
Moda Prima Brand Identity
Pentland Group successfully entered the upscale women's fitness apparel market through the acquisition of the Moda Prima brand, filling a crucial gap in their portfolio and solidifying their presence in this burgeoning segment of specialty and luxury retail fitness outlets.
Although Moda Prima enjoyed a strong following in West Coast specialty gyms and retail outlets, the brand's limited national distribution and low brand awareness hindered its ability to compete on a larger scale. To address this, we repositioned the brand by emphasizing its Italian fashion design and introducing a new identity centered around luxury and advanced performance. This comprehensive brand overhaul included redesigning the product line and launching new catalogs, packaging, point-of-sale materials, and advertising campaigns to convey this luxurious image.
This strategic rebranding enabled us to secure new distribution channels, including upscale retailers such as Nordstrom and Macy's, while also expanding our presence in specialty retail shops and gyms. This initiative led to a doubling of the business, achieving $25 million in annual revenue. This success demonstrates the substantial growth potential that can result from strategic acquisitions and effective repositioning.
Pony Footwear Brand Identity
During my time with the Pentland Group, I had this great opportunity to revitalize the Pony brand by leveraging its impressive history in sports. Although Pony was a popular footwear brand in the '60s and '70s, it struggled to compete with newer entrants like Nike, Reebok, and Adidas in the early 80’s.
To capitalize on Pony's rich sports heritage, we collaborated with well-known retired athletes who had worn Pony shoes throughout their careers, such as Joe Frazier, Ken Stabler, Rod Carew, Tracy Austin, Willis Reed, and Earl Campbell. I crafted a comprehensive marketing campaign, encompassing advertising, packaging, and in-store promotions, which showcased these iconic athletes. This strategic move allowed us to introduce the brand to leading retailers like Sports Authority and Academy Sports.
The outcome was highly successful! By engaging consumer sentiment with these revered athletes, we generated $60 million in revenue through expanded distribution channels. This achievement demonstrates the effectiveness of skillful brand repositioning.
Mitre Soccer Brand Identity
In my tenure with Pentland Group, Mitre was an admired football brand renowned in the U.K. Premier League. We embarked on a mission to redefine its presence in the United States by recognizing soccer's burgeoning popularity as both a youth and professional sport in the U.S., our goal was to distinguish Mitre amidst the competitive landscape of sports brands.
Our strategy hinged on Mitre's iconic triangle logo mark, transforming it into a cornerstone of our design ethos. We reimagined both our ball designs and packaging, intertwining innovation with the rich legacy of Mitre's history. This fresh approach not only celebrated Mitre's acclaimed status as the official ball of the FA Premier League but also amplified its global brand recognition.
The impact was profound. This strategic revitalization not only garnered new partnerships with major big-box retailers but also penetrated upscale specialty stores catering to professional leagues. The fusion of heritage and modern design in Mitre's product line resonated powerfully with our audience, reinforcing Mitre's position as a leader in the world of football.