Send Bars
Consumer Wellness F&B
My role
Shared strategy, led junior
design team, owned client coms.
Worked With
Sasha DiGulian - CEO/Founder
Cory Lopez- Fractional CMO
Chris Chapman - Co Lead
CU Boulder Grad Designers
Project Status
In flight
Send Bars
Consumer Wellness F&B
My role
Shared strategy, led junior design team, owned client coms.
Worked With
Sasha DiGulian - CEO/Founder
Cory Lopez- Fractional CMO
Chris Chapman - Co Lead
CU Boulder Grad Designers
Project Status
In flight
Send Bars
Consumer Wellness F&B
My role
Shared strategy, led junior design team, owned client coms.
Worked With
Sasha DiGulian - CEO/Founder
Cory Lopez- Fractional CMO
Chris Chapman - Co Lead
CU Boulder Grad Designers
Project Status
In flight
North Star
Purpose and Positioning
The Challenge
Build a brand strong enough to stand beside its founder.
The Details
SEND’s messaging ran on product specs because nobody had defined the brand.
The founder, Sasha DiGiulianan is a professional rock climber. She was also the brand's strongest signal, and that association made the brand read as elite. Fieldwork showed that people who show up every day for work or family don’t count themselves as performing, and several said the brand felt too prestigious for them. We redefined performance as commitment, so SEND could recognize those people while the founder stays its face.
What I did
Brand positioning
Audience strategy
Qualitative research & synthesis
Brand framework development
Executive facilitation
The Decisions
Commitment not achievement
Fuel is more than nutritional
Support and belonging as differentiators
Keep Sasha as the face, but give the brand its own meaning
The Challenge
Build a brand strong enough to stand beside its founder.
The Details
SEND’s messaging ran on product specs because nobody had defined the brand.
The founder, Sasha DiGiulianan is a professional rock climber. She was also the brand's strongest signal, and that association made the brand read as elite. Fieldwork showed that people who show up every day for work or family don’t count themselves as performing, and several said the brand felt too prestigious for them. We redefined performance as commitment, so SEND could recognize those people while the founder stays its face.
What I did
Brand positioning
Audience strategy
Qualitative research & synthesis
Brand framework development
Executive facilitation
The Decisions
Commitment not achievement
Fuel is more than nutritional
Support and belonging as differentiators
Keep Sasha as the face, but give the brand its own meaning
The Challenge
Build a brand strong enough to stand beside its founder.
The Details
SEND’s messaging ran on product specs because nobody had defined the brand.
The founder, Sasha DiGiulianan is a professional rock climber. She was also the brand's strongest signal, and that association made the brand read as elite. Fieldwork showed that people who show up every day for work or family don’t count themselves as performing, and several said the brand felt too prestigious for them. We redefined performance as commitment, so SEND could recognize those people while the founder stays its face.
What I did
Brand positioning
Audience strategy
Qualitative research & synthesis
Brand framework development
Executive facilitation
The Decisions
Commitment not achievement
Fuel is more than nutritional
Support and belonging as differentiators
Keep Sasha as the face, but give the brand its own meaning
WHAT IT MEANT
SEND had a way of filtering decisions to maintain brand consistency. They needed to pair this with platforms that could bring it to life and reach their growth audience.
WHAT IT MEANT
SEND had a way of filtering decisions to maintain brand consistency. They needed to pair this with platforms that could bring it to life and reach their growth audience.
Explore this project
North Star
Explore this Project
North Star