Marketing

Bringing a Legacy Brand into the Social Era

Wild Halo – Brand Development Overview:

For Wild Halo, a Gen Z–focused lifestyle and wake-surf brand based in Austin, I led the end-to-end development of the brand strategy and digital presence. I built the brand from the ground up including the voice, visual identity, and content system and crafted a marketing plan tailored to both teen buyers and parent purchasers.

I developed:

A full brand messaging framework with voice pillars, taglines, and audience segments
A visual identity system including logo, fonts, color palette, and art direction
A Shopify website strategy, optimized for mobile and first-time brand discovery
A content calendar and social templates geared toward growth on Instagram and TikTok
A launch plan that aligned influencer outreach, paid campaigns, and organic engagement

The result is a brand that feels aspirational but relatable — speaking directly to Gen Z while also driving buying decisions through parents and gift-givers. It was a great example of multi-audience brand building and growth strategy in action.

I led a strategic creative overhaul of Blondie’s social presence—revitalizing its identity through data-led insights, trend-driven content, and bold storytelling.

This included a full brand refresh that increased digital engagement by 30%, the development of multi-platform content calendars, and the implementation of brand governance systems that streamlined content creation and ensured visual consistency. The campaign’s cultural impact culminated in a $1.3M feature in The New York Times, amplifying media relevance and reach.

By aligning cross-functional teams and creative partners, I delivered a modernized digital footprint that reconnected this legacy brand with a new generation without losing the essence that made it iconic.