Grass Roots has a large number of products that are traditionally marketed B2B and I developed a brand in Plé (pronounced Pl-ay) that packaged the products up and puts them in the hands of the consumer.

I was responsible for a consumer driven story of understanding that our customers lives should be more about them enjoying and living their lives (creating memories) and less about the products and services they use to do that. With a true belief in that we could focus our marketing direction on helping to create memories and the choice of products we choose to offer are merely enablers and not the memory itself.

Conceptual Thinking / Brand Development / Art Direction / Pitch Team