Strategy

While I’m always down to get my hands dirty, it pays to have a plan. Research, ideation, streamlining processes, concepting, presentation - all of these things make the work easier and the end result better. I’m a big fan of working smarter, not harder and strong strategic preparation makes everything better.

The Treadwell Collection

Almost three years ago, the bag designer at Chrome came to me with the idea to make travel bags. From naming the collection and each individual bag to working with the designer to create a brand new style of hangtag to planning go-to-market strategies for retail and digital to a second round of marketing efforts including a big (for Chrome) budget video shoot, I was instrumental in bringing the Treadwell Collection to the world.

The Beginning
Chrome has long been associated with a rough-and-tumble, bike punk crowd. With