Brand Positioning Strategy
Tommy John / 2025 Brand Reel
Description: This sizzle reel 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.
Brand Strategy and Creative Direction led by Fawad Khan
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 Collateral & Packaging
The 2025 brand refresh brought the need to evolve our brand collateral as well as consumer-facing packaging.