Homepage and blog.
Chrome Industries
Twelve campaignsa year, forever
Creative direction across the whole brand, on a monthly cadence.
Creative direction across the whole brand, on a monthly cadence.
Chrome makes bags and shoes for people who ride through cities in the rain, which means the brand is never allowed to look precious. The customer is currently soaked.
I developed the creative direction and oversaw execution on all of it. Campaigns, homepage, email, landing pages, product systems.
Here is what nobody tells you about a monthly cadence. You are not reinventing the brand twelve times a year. You are giving it twelve things to say. One of those is a job. The other one is a nervous breakdown.
Twelve things to say. Not twelve brands.
A landing page has exactly one job. Do not lose the person the ad just paid for.
ScrollSame campaign, two very different rooms. One you walk into on purpose. The other one shows up uninvited.
A product family has to read as one thing on a shelf and nine different things on a spec sheet. Treadwell is the system that let it do both.
