Abercrombie & Kent

Life, well-travelled.

A legend made modern,
a fresh chapter, an unmarked map,
a new adventure for an iconic legacy brand.

It was time to reintroduce the world to Abercrombie & Kent.

Doing my part:

BRAND STRATEGY
TONE OF VOICE
MESSAGING STRATEGY
LAUNCH CAMPAIGN
UX CONSULTING

Honoring heritage while paving new roads.

A pioneer in luxury travel, A&K set the standard since 1962, but had lost touch with the intrepid spirit that inspired its first journeys.

I developed a bold brand strategy to bring back the energy, excitement, and exploration—setting the brand up to reach and resonate with a new generation of world travelers.

Get me.
Show me.
Excite me.

Working hand-in-hand with a consumer research team, this strategy is rooted in a deep understanding of audience and market opportunities.

A new frontier.

Guided by our strategy, I helped bring the reimagined brand to life with a fresh tone of voice, experience naming system, UX strategy, and marketing content across all channels.

This is Life, Well-Travelled in action.

Ready. Set. Launch.

We created a launch campaign to celebrate and capitalize on the momentum of the exciting brand refresh.
From concepting and storyboarding to script writing, I helped lead our team to bring this vision to life.