Comprehensive Brand Foundation
a comprehensive strategy deck that translated audience research into a cohesive outline, detailing brand purpose, voice, and visuals.
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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 Guide, 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 retail, digital, and experiential channels.
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