Leading a collaborative effort between marketing, branding, sales, product and creative, I evolved a tired, dusty brand into one for discerning people who are particular about their mobile sound reproduction. We don’t even call them customers anymore. We call them drivers. Drivers as diverse as the many lifestyles they represent and all as every bit as iconic as Steve McQueen in Bullitt. The new branding and identity built an ecosystem of premium with freshly re-imagined branding and identity that translated to redesigned product, DTC website, paid and organic social, events, collateral, Amazon strategies, swag and POP.