Outdoor Voices
Brand Positioning, Playbook, Voice and Creative Strategy
By the end of 2018 Outdoor Voices was coming on the scene in a big way and it was becoming clear to those inside that what got them here wouldn’t get them ”there.”
OV brought me onboard as creative consultant and what started as an exercise in participant-observation ended in a north star of direction.
The OV org had grown so fast that leadership wasn’t prepared for how to package and tell their own story for both new hires and new communities.
They also needed help taking the brand beyond pure performance marketing growth and into lasting growth through the power of Brand.
Immersing myself in the offices in Austin, traveling to multiple IRL events, store openings and even PR agency shop arounds, my aim was not to give OV a voice, but to help them find theirs and to start using it. Listening, participating and living the brand while acting as a virtual CMO and personal creative director to CEO and Founder, Ty Haney the result was a sharp distillation of the brand and its place in the world of active wear and beyond, and a Brand Playbook that the entire organization, from apparel design to merchandising to brand got behind and internalized for their own needs.
Internal Mood Rip film made for CMVP presentation and playbook.
Taking strategy into execution, I was able to demonstrate how the new playbook could pivot The Recreationalist to become the “Resource for Recreation” and launch a “Doing Things” Refresh campaign that kicked off 2020 with only-OV Everyday Optimism the world decidedly needed.
Index
I spent 4 years at Y&R New York, moved to Amsterdam, The Netherlands to lead the Nike account at W+K Amsterdam. Joined Nike in 2007 and spent 10 years in brand & creative leadership positions at WHQ, EHQ, and Brazil. Eyeing a creative gap in the Ad industry as well as an emerging trend of big business consultancies moving in on the Ad & Media game, I founded Levity Creative in early 2018. Levity is a cross-disciplinary, international, brand & creative consultancy scaling to the challenge.