A rebrand for a 40-year-old family company that had drifted from what its customers loved. I led the art direction and photography for a new brand book and the 2019 launch, bringing the brand back to “connecting family, friends and loved ones.”
Art Direction, Design
& Photography.
2017
When I joined the project, Beachcomber’s website had lost its sense of who it was. Heavy green and purple gradients, dark backgrounds and loud italic headlines competed for attention, and each page seemed to follow its own rules. The messaging leaned on technical claims like energy savings and heating technology, while the warmth of family, friends and togetherness that loyal customers connected with had almost disappeared. These screens became our starting point for defining what to leave behind and what to bring back.
The answer was to return to what had always worked. Beachcomber’s long-standing tagline, “Connecting family, friends and loved ones,” became the foundation of the new brand. Our team researched the company’s history and its competitors, then built a distinct visual language and a modern, up-to-date way to present the product. Photography was the biggest challenge. The owner didn’t want people shown in the hot tubs, so we had to make “family, friends and loved ones” felt without showing them in the water. We found a way, and the result is a brand that feels current and stays true to the family that built it.
Marketing for TELUS, a $10B Canadian telecom brand.
360° campaigns & customer experience.
