ReTHINK | Marketing Consulting Rockaway Beach, OR

CLIENT: Bridgetown Conservatory of Musical Theatre

STRATEGY, BRANDING/CORPORATE IDENTITY, DESIGN, CREATIVE

Bridgetown Conservatory of Music is a not-for- profit theatre school in Portland Oregon founded by Rick Lewis and theatre vet Susannah Mars. As a start-up, I led the Board of Directors through working sessions to define the organization’s vision, mission, unique selling proposition (USP), consumer and positioning. From that strategic foundation, I designed a new logo and visual center, a slogan, a space design mood board, and a sponsorship strategy presentation. The school opens its doors in January 2017 and I will remain involved as the Marketing Director.

PROJECT: Art Of Speed (NIKE)

STRATEGY, BRANDING, CONTENT, EVENT CURATION & PRODUCTION

I was the senior marketing lead for this brand activation centered around the world’s greatest sport moment. I developed the strategy and event brief and oversaw the complex activation working with local agencies levering both global and local generated content. Art of Speed was a lifestyle event designed to introduce social and cultural influencers in Canada to the new sport style side of Nike. This one-night, 400-guest event, showcased talent through the lens of SPEED (product = speed, music = beats per minute, film = frames per second). Executed in an empty urban warehouse, entertainment included commissioned product art, a live graffiti mural, screenings from international and local filmmakers, custom designed merchandise, and a performance by world renowned DJ Dopey. In 2009, I was brought to Nike’s WHQ to join the global brand management team for Nike Sportswear.

PROJECT: Music and Art at the Rocks

STRATEGY, BRANDING, DESIGN, EVENT CURATION & PRODUCTION

I conceived and produced this one-night- only celebration of art and musical diversity in Rockaway Beach. In recent years, I’ve witnessed an abundance of creative talent in the Rockaway community but few opportunities or spaces for artists to come together collectively. I took a chance and advertised the first Rockaway Beach Talent Showcase and MUSIC AND ART AT THE ROCKS was born. Partnering with a local venue, I created a one-night-only event to celebrate the artistic diversity of the community. We converted the venue into a gallery space to show local art and programmed a 3-hour concert from opera to rock and roll.

The standing-room-only event sold out three weeks in advance exceeding expectations. Given the success and significant buzz, planning is underway for MUSIC AND ART AT THE ROCKS 2.

PROJECT: Trial Zone (NIKE)

STRATEGY, EXPERIENCE DESIGN, RETAIL

I was the global cross-category retail brand lead for this new service experience that launched November 18, 2016, at Nike Soho in New York City. As part of the store of the future vision, the goal for the global team was to develop and deliver truly epic experiences to allow consumers to experience the latest footwear innovation in Basketball, Running, Soccer and Training.

At store opening, the digitally enabled Trial Zone experiences attracted large energetic lineups, generated significant headlines for Nike, and allowed consumers to get in the right footwear innovation that was right for them and their sport. Nike Trial Zone will continue to be scaled across the global marketplace.

PROJECT: Coffee First (SECOND CUP)

STRATEGY, BRANDING/CORPORATE IDENTITY, ADVERTISING, INTEGRATED MARKETING

I was the marketing director for this re-branding effort at Second Cup – Canada’s largest specialty coffee retail company. My responsibilities included a complete brand audit, agency search & hire, re-positioning & re-branding, menu revitalization, promotions and local franchise marketing, strategic partnerships and a new completely integrated adverting campaign and launch of a more dynamic and content rich website for Second Cup.

In a highly competitive retail market segment, my goal was to own our incredible heritage but present it in a fresh new light. In a very short time, we turned around the business, reversed declining sales, revamped the brand’s image and elevated franchisee confidence. For this work, Second Cup was awarded Best Marketing by the Retail Council of Canada (RCC).

CLIENT: Stumptown Stages: One Singular Sensation

STRATEGY, EVENT PRODUCTION, ADVERTISING, CONTENT

I was Gala Co-Chair for this 2014 one-night- only and first significant fundraising event for Stumptown Stages – one of Portland’s preeminent musical theatre companies. I developed the concept “One Singular Sensation” and programmed, cast and produced the in-concert portion of the event which was a celebration of musical highlights from the company’s first ten years. I partnered with the event co-chair on venue layout and planning, run of show and overall logistics. I briefed agency Wieden and Kennedy on a new corporate logo as well as a commemorative poster which was used to raise further awareness and funding. I also launched the Stumptown Troupe at this event which is a group of singers that perform around Portland to raise awareness for Stumptown Stages. This event was highly successful and has now takes place annually. I continue to direct/produce the Stumptown Troupe which have performed at every Gala since this event and I currently serve as an Advisor on the Board of Directors.

PROJECT: Gitoni (NIKE)

STRATEGY, BRANDING, SPACE DESIGN, EVENT CURATION & PRODUCTION

I was the senior brand marketing lead for this Exhibition of Football Art celebrating soccer’s greatest sporting moment. GITONI was a curated art gallery, installation and activation space in Toronto’s hip Queen Street West neighborhood. The goal of this installation was to explore the deep cultural heritage around the world’s favorite sport – Soccer. Using a foosball (gitoni) table as a canvas, eight mixed artists were invited to re-imagine and reinterpret the “beautiful game” using Nike’s eight World Cup qualifying national teams as inspiration. The result was breathtaking art and nuanced storytelling. The gallery space was also used to host media and influencer events and screen live matches as they happened. This initiative generated significant press, awards, and strengthened the brand’s relationship with the super demanding lifestyle and cultural leaders.

PROJECT: FlyZone (NIKE)

STRATEGY, BRANDING & CURATION, SPACE DESIGN, RETAIL

I was the global category retail brand director and lead for this new partner retail concept. The challenge was there were no dedicated retail spaces in the marketplace serving the needs of youth who loved sport (age 10 years and under). The Nike Young Athletes category leadership team, including myself, saw this as an opportunity to grow the marketplace, drive revenue, and strengthen the brand’s connection to the next generation of Nike athletes.

The retail concept evolved from a critical consumer insight - specifically the young athlete’s fascination and “hero-worship” of Nike’s elite athletes. After three elaborate buildouts in our retail lab space at WHQ, I presented the physical retail concept to the account leadership team who loved it and were anxious to move forward. Partnering with the North America retail store design and retail brand team, The FLYZONE at Kids Foot Locker was born and the first door opened at Palisades Center Mall in NYC on Nov 16, 2013. Today, FLYZONE has 200+ stores with aggressive expansion plans.