Brand Positioning Strategy

The reel featured below is a visual synopsis of cumulative brand development over the past year — including product campaigns, social activations, celebrity/athlete partnerships — and an overall connection-to-culture.

Tommy John / 2025 Brand Reel
Description: Brand sizzle reel, cumulative brand development — including product campaigns, social activations, celebrity/athlete partnerships — and an overall connection-to-culture.

Brand Strategy and Creative Direction led by Fawad Khan

Brand Reach / Select Moments

Brand Book

Over 9 years, I’ve led the brand through 3 major refreshes. For the 2025 refresh (slideshow below), I drove the full execution, from stakeholder input to content selection and layout design. In addition, I refreshed the brand guidelines, evolving logo system, type design, and color palette.

Select Spreads / Positioning

Select Spreads / Tone

Select Spreads / Guidelines

Brand Packaging Explorations

Physical Retail Store / Inspo