GENERAC / BRAND & EXPERIENCE STRATEGY
Show the innovation behind a familiar name.
At Summerfest, Generac had an opportunity to expand what Wisconsin audiences knew about the company: a brand with local roots and ambitions in global clean-energy innovation.
One experience. Three business ambitions.
The brief combined consumer awareness, employer reputation, and community partnership. One festival experience had to speak to potential customers, future employees, and families enjoying a day out.
I began with the reason people were there: to enjoy themselves. The strategy had to make discovery entertaining enough to earn attention on those terms.
Turn familiarity into curiosity.
I developed a direction around playful discovery, inviting people to explore the innovation behind the familiar name. The proposal connected family participation, technological possibility, and Wisconsin pride.
That direction gave the creative team a shared foundation for addressing three business objectives through one coherent experience.
My role: Brand and experience strategy, audience insight, strategic positioning, and the framework for creative development.
GMR Marketing · Summerfest strategy proposal · 2021.
More than one audience. One clear direction.
I help teams resolve competing objectives into a focused strategy and a brief that gives creative work direction.