YETI: The Bears and the Bees
Yeti Coolers has done some great advertising over the years, but they’ve never really sat down and created something that defined once and for all who they are, what they’re about, and what exactly they mean when they say ‘Built for the Wild.’ But now that they’re launching globally, they need a way to communicate the essence of the brand to employees and customers who’ve never heard of them.
So we created a brand book that definitively spells out exactly who they are and what they stand for. The next year, Yeti went on to be named Adweek’s the In-house Agency of the Year.
I also got to write the rules for writing for Yeti. So if you’re in Germany and happen to see a badass billboard that says soemthing like ‘Begrüße die Unwillkommenen,’ just know that writer followed the trail I carved.
Made with Greg Hunter (ECD), Kellyn Blount (ECD), Thomas Sullivan (ACD/Designer), Jenna Krakenberger (Sr. Designer), Wendy Ampuero (Designer)