The Sperry brand has been an icon of east coast style since Paul Sperry invented the boat shoe in 1937. I created the seminal brand idea, New Coastal, and new brand theme, Makes Waves. I articulated the brand voice, and applied that voice to a refreshed ecommerce site, social media, digital ads, seasonal campaigns and retail environments.  

I also named Sperry's two new categories of eco-conscious materials: Lifestream Leather, made with improved environmental policies and procedures, and Biovative materials, made from bio-based substances including cork, mushroom, pineapple, algae and hemp.