To help a 135+ year old Michigan boot company discover how to tell its story, I got to rebuild a great American brand from the ground up.
For over two years, I served as creative lead and the brand voice of Wolverine. It started as a small strategic project, then extended to a full rebranding and campaign.
My team did it all: identity redesign, new brand standards and photography, full site redesign, advertising and social campaigns, influencer partnerships, and purpose storytelling.
Our first year in market saw a 7% rise in sales – after four years of decline. Wolverine.com sales rose by double digits.
How are you supposed to stand out when you don’t know what you stand for? Faced with rapidly shifting retail landscape, Wolverine needed reinvent itself to move away from function-focused messaging.
Surprising myself, I enjoyed in-depth consumer focus groups and testing. Being there every step allowed our work to break out of category norms and laser in on younger consumers.
Over 11 million earned impressions, including coverage in Complex, Trend Hunter, Gear Patrol, Buzzfeed, Highsnobiety, Nylon and the Source.
Over 200 million earned impressions, including coverage in the New York Times, New York magazine, CNBC, the Wall Street Journal and Entrepreneur.