Brand Strategy
Brand Positioning
Brand Architecture
Brand Communication
Naming & Nomenclature
Voice & Language
Product Innovation
Brand Design
Visual Identity
Creative Direction
Photo Art Direction
Packaging Design
Experiential Design
Merchandise Design
Digital Branding
Social Strategy
Social Content
Copywriting Mastery
Content Creation
Animation & Motion
Full-Service Production
Competitive Recon
Cultural Scouting
Consumer Insight Mining
Research & Analytics
Innovation Funneling
Target Audience Framing
Conceptual Ideation
Friday Collective emerged from Newell Brands' ambition to innovate and transform their home fragrance portfolio, under the leadership of CEO Ravi Saligram. Recognizing the immense spending power of Gen Z, which exceeds $360 billion, Newell sought a comprehensive brand solution to effectively engage this dynamic market. Their vision was to initially enter the market with candles and expand into bath and body products, ultimately aiming to collaborate across various Newell divisions to include apparel, home goods and more.
I was entrusted with the complete creative development of the brand, encompassing creative direction, brand voice, copywriting, and brand guidelines. My extensive involvement with Newell’s marketing team included shaping brand strategy, positioning, naming, and product innovation.
The creation of Friday Collective was grounded in thorough consumer insights. I conducted extensive primary research with Gen Z and Millennial candle consumers and concept testing with industry experts. This was complemented by secondary research on the category, competitive landscape, and lifestyle trends, all measured against Yankee Candle’s capabilities.
After developing and refining nine brand concepts, Friday Collective emerged as the clear winner. We then conducted exhaustive quantitative and qualitative validation with market segmentation studies, fine-tuning the brand direction. The iterative testing process focused on brand concept, name, versioning, and design.
Friday Collective was officially launched in August 2022, marking a significant milestone in Newell Brands' journey to connect with the Gen Z market.
RESULTS
Walmart committed to a multi-million-dollar palette, endcap, and hot spot program.
Tested at 78% likability among shoppers of biggest competitor leading new consumers to Newell’s portfolio
FC Brand Guidelines were labeled best-in-class by Newell Brands
Corporate Wholesaler Customers who bought-in include Target, Walmart, BBB, Meijer and Amazon
Kristen Branch
Roxanne Benefiel
Sara Weston
Renee Drumgold
Jesse Giles
Anna Whitton
Photography: Karen Dailey
Wardrobe: Taylor Greeley
H+M: Kacie Corbelle
Nails: Hahn Phan
Food: Monica Mariano
Mojo