Brand character development

Develop creative strategy and character concepts to encourage brand retrieval at the time of purchase.

Marketing Architects, 2026
Research, creative strategy, art direction, design, rollout strategy and execution

According to Jenni Romaniuk and the Ehrenberg Bass Institute, brand characters are one of the strongest assets for building brand memories. They tend to score highest on uniqueness, branded attention, fluency and more. For this reason, our team undertook the development of a new brand character.

I aligned creatives with leadership by developing and presenting a creative strategy. The strategy was informed by various research entities, including Romaniuk’s Building Distinctive Brand Assets. I then shifted from strategy to creative, contributing several concepts, one of which was the winning character.