Pamela Fiehn

The Port of Portland made a giant pivot recently, with a new mission and vision focused on building shared prosperity in the region. I helped them reshape their foundational brand strategy—purpose, positioning, and persona—to put their higher calling at the center of their story. Look for more in early 2023, when the Port of Portland plans to launch a new visual identity as well.

Nike had an ambitious goal: To double their growth with half the impact. But to get there they needed every single one of their employees to get on board. That wasn't going to happen if they kept talking about sustainability in the same impersonal manner. I led the development of employee insights and a messaging strategy that changed the way Nike framed sustainability for its employees, taking it from a "have to" to an opportunity for personal growth, advancement, and excitement.

Herb Pharm is a deeply respected brand among herbalists and natural health seekers, but they wanted to reach a new generation of consumers who aren't so in-the-know about their high-quality line of liquid herbal extracts. In collaboration with Maxwell PR, I helped develop the brand positioning, differentiating pillars, tagline, brand voice, and language guidance created with their new audience in mind.

After completing its 2020 Citizenship and Sustainability Goals, J&J wanted to give its employees a shared purpose—and inspire them to take action. I knew to do that, we would need to help them see how the 2020 Goals were connected to the broader mission of the company. Our team created a new worldview for sustainability and citizenship at J&J with a rallying cry of “Better health is everywhere.” The idea was this: no matter if they are inventing a new medicine or finding a path to cleaner air and water, employees are helping to make people and places healthier. We also created messaging with a simple, straightforward structure and conversational tone given that we knew it needed to be meaningful and accessible for a wide range of audiences.

When AHA decided it was time for a brand refresh, I led the efforts, beginning with the brand strategy, and then worked with the creative team to develop the visual identity and voice guidelines. The results are not only visually breathtaking, but the has come to inform just about everything the agency does, from creative briefs to copyediting.

When Cadet made the decision to branch out beyond contractors and housing developers and go straight to consumers, they knew they needed to show up differently. I led the development of customer insights and a new positioning strategy that served as a springboard for a consumer-centric brand approach. You can see the beginnings of what eventually came to life in the company's tagline "Inviting Warmth" and the homey logo in this early work.

HP was clear about the products and services its enterprise customers needed, but they had no way to unify the narrative around those disparate and siloed set of services in a way that supported their brand promise. I came up with a story-based messaging strategy that not only helped HP talk about the complicated enterprise IT landscape in an simple way, but gave the messaging a sense of drama and resolution customers responded to.