Timbuk2
Challenge /
When my good friend and former eBay client Kevin McSpadden joined Timbuk2 as CMO, he tapped my team to get the brand back on track again. Not that it was that far off track. Things had just gotten a bit stodgy and not so fun, for reasons that, it turned out, had a lot to do with a shift in focus internally. Instead of being keyed into the touchstones of fixie culture (their original hotbed), the company had started taking its cues from the (crunchy, safe) suburbs. Our task: to lead a series of workshops that would yield cutting-edge retail concepts, an adventuresome new product design ethos, and merchandising strategies that could pique the curiosity of restless, urban, design-conscious consumers.
Like me, basically.