SHISEIDO

Brand Vision and Positioning

Engagement: Positioned family of brands based on relationship to original Shiseido brand foundation.

Clarified and simplified brand portfolio and hierarchy.

Defined global brand rollout, strategy and vision for Shiseido and family of Shiseido endorsed and acquired brands in accordance with set business plan.

Consulted Shiseido’s brand insight group, internal creative directors and Shiseido’s board of directors.

DANNER

Brand Vision and Positioning

Ask: Position Danner Boots as a high end, high quality outdoor and lifestyle brand on a national and global level.

Insight: Pursuing your independent path.

Concept: Evolving the established positioning of craft and quality - “Danner since 1932” with the insight inspired the campaign “Go There” physically and mentally.

Provided creative direction from brief delivery to concept, creative presentation, execution and final launch of 2019/20 brand campaign “Go There”.

SONY

Brand Vision and Positioning

Engagement: Defined and articulated a clear foundation that brought forward the origin story of Sony and provided guidance for future consumer products and services across the Sony family.

Collaborated with Sony Tokyo Brand Insight Group and considered multiple category and consumer touch points within the Sony product portfolio.

Ultimately positioned Sony against an “arms race of technology” and back to their core foundation to lead with what they own.

SK-II

Brand Vision and Positioning

Ask: Launch of the SK-II’s men’s line, in consideration of the existing SK-II women’s line of famous cult-beauty products.

Conducted qualitative consumer research to gain insight into men’s attitudes and behavior towards skincare, resulting in positioning SK-II away from routine and towards ritual, which aligned with SK-II’s Japanese heritage.

Gained insight into SK-II’s brand elasticity expanding its offering to the men’s category.

Created the brand foundation and direction for the SK- II men’s launch.

UNION WINE COMPANY

CAMPAIGN +

NEW CATEGORY CREATION

Ask: Challenge the somewhat complacent wine establishment.

Insight: Democratization of wine.

Concept: “Beerification” of wine inspiring the “Pinkies Down” campaign, promoting the production and launch of “wine in a can” - a disruptive positioning for Union Wine Co. against the perceived pretentiousness of wine drinking.

SALT & STRAW

Brand Vision and Positioning

Engagement: Ensure consistent immersive brand experience during growth from local to national chain.

Identified and defined the brand story around “taste provoking ice cream”.

Created brand platform extension opportunities to engage community resources, ingredients, and locally relevant partnerships.

VW

Consumer Research

Engagement: To understand why the youth market is showing reduced interest in cars and driving.

Insight: This generation is more interested in connection than transportation.

Shared finding and recommendations with VW leadership and innovation group in Germany.

Lead VW to identify opportunity space and develop concepts targeted to Gen Y in product, service and communications.