How do you refresh the identity of an iconic brand? 

 After studying the brand, it led me to a new lifestyle-driven strategy that focused on why people want to use the product and how will it fit into their daily lives—rather than just listing product attributes. After two years of championing this shift, we then made bold and punchy visuals the hero —not the car they already bought—creating a far more engaging customer experience. 

The customer can now say, " They know me."

The results spoke for themselves: conversion rates climbed from 7% to 17% in the first year, earning SiriusXM's coveted Marketing Award. The strategy became the company's new creative standard, driving stronger performance and higher profit margins across the business.

The marketplace was shifting and the perception of Rapp Collins—a DM shop—no longer reflected who they were becoming. We were challenged to reposition RAPP—not just for clients and new business, but for prospective talent and even our own employees.

I was given complete reign, no internal approvals from the account team or outside voices. So I began by identifying the core challenge: we weren’t being seen as innovative, creative, or culturally dynamic. I believed the website could serve as the catalyst showing the world our change, how we think differently, and not just using the site as a marketing asset.

The Future Garden

From that insight, I developed a conceptual direction called The Future Garden—a metaphor for growth, innovation, and creativity. It framed Rapp as a place where ideas are cultivated, experimentation is encouraged, ever growing and people thrive.

The impact was immediate. Traffic increased from 700 visitors a week to over 2,800, the campaign drove a 365% lift, and it helped reshape the internal culture of Rapp. We became a think-tank. The work was recognized with an International ADDY Award, a Silver for digital, and made the Cannes Shortlist. More importantly, it helped reframe how people experienced and talked about Rapp.