Brand Foundation Deck
a foundational brand strategy deck that transformed audience insights into a unified brand framework, establishing Cambria’s purpose, voice, and visual identity.
00
problem
A high-end brand without a high-end plan can't meet high expectations. Cambria’s visual identity reflected luxury, but its strategic foundation hadn’t kept pace. The brand needed a refreshed framework—one that clarified its purpose, sharpened its voice, and resonated with its aspirational audience.
solution
Drawing on insights from a University of Minnesota–led brand research project, I partnered with Cambria’s creative leadership to redefine the brand’s foundation. I led the copy and strategic development of the Brand Foundation Deck, articulating Cambria’s core pillars, messaging hierarchy, and voice architecture. The result was a clear, consistent framework that unified internal teams and elevated how Cambria showed up in market—across print, digital, and experiential channels.
see also
