Core Equipment is a family camping brand that focuses on reliable, easy to use outdoor products from tents, camp chairs, sleeping bags, coolers, and more. When I began creative leadership of the brand it was lacking in a clear voice direction and understanding of who the brand was trying to communicate with. I began to bring new life to the brand by leading development of a brand voice document that first gave our team a sound understanding of our core customer, and then a framework for how we go about communicating with them. Under this leadership Core has transitioned from a technical, feature heavy brand into one that better reflects the brands customers with a unique voice in the marketplace.
