SHARPIE
Sharpie is one of the most recognized brands in the world, but recognition isn't the same as coherence. It had a strong new line, "Make It Bold. Make It Last. Make It Sharpie.", and no single system to keep global teams speaking it the same way across every market and touchpoint.
As Creative Director, I led the team that built Sharpie's masterbrand toolkit: the brand strategy and pyramid, the tone of voice and personality, the visual identity, and the core creative system of type, color, treatments, and logo rules that every future campaign would be built from. We also sharpened the platform itself, evolving the three-part line into one tighter, more flexible idea: Make It Sharpie. The toolkit gives a sprawling global brand one place to start, so a campaign made in any market still unmistakably looks and sounds like Sharpie.
Since then, Sharpie brings us in for the work that puts the system into practice. I led all the content creation for their new line of creative markers, built in the spirit of the new masterbrand but with a twist of its own, so the line reads as part of the family but retains its own identity in the portfolio.
Role: Creative Director
PROJECT
BRAND REFRESH
S-COLOR MARKERS LAUNCH