Aramark Destinations
Defining brand strategy for a national portfolio of 100+ experiential properties — from competitive audit through architecture, naming, and positioning.
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Competitive Audit
Positioning Strategy
Brand Architecture
Program vs Portfolio?
Palo Alto Networks
Repositioning a single-product cybersecurity company into a category-defining enterprise security leader — from primary research through brand strategy platform and full identity system.
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Brand Strategy Platform
Brand Guidelines
The Company Store
Two engagements over two years — first developing a naming strategy and brand activation plan for a Home Depot acquisition, then returning to reframe positioning around a newly identified competitive whitespace.
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Naming Strategy
Brand Activation Plan
Competitive Audit & Territory
University of Phoenix
Leading brand transformation and activation for one of the most recognized — and most polarizing — brands in higher education.
eBay
Building a brand programming model that repositioned a global ecommerce platform as a destination for enthusiast culture — and a unified messaging architecture to align seller communications across markets.
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Seller Messaging Playbook