BRAND BUILDING & INNOVATION
“I design brands as living systems not just campaigns.” Architecture, portfolio logic, Adhoc brand building models, semiotics, and story engineered for long-term advantage.
2/19/20261 min read
CASE
INSIGHT: Juice brands all looked the same with zero distinction. Minute Maid was lost in a sea of sameness
TASK: Build a modern, unmistakable identity that would cut through category codes and make the brand impossible to confuse.
STRATEGY: Reinterpret “Filled with Life” as a bold platform transforming fruit into a vibrant visual universe. Minute Maid shifted from generic refreshment to a brand with energy and cultural presence.
CASE
INSIGHT: Progress is a modern status symbol — not a destination, but a constant evolution.
TASK: Reframe Johnnie Walker’s relevance by grounding “progress” in contemporary values and cultural meaning.
STRATEGY: Elevate Progress at the masterbrand level as a living philosophy, then express it through distinct, value-driven cues across each Johnnie Walker variant.
