BUILDING CREATIVE CONSISTENCY
FOR A LEGACY OUTDOOR BRAND

INTRODUCTION

NEMO Equipment is a small, majority family-owned company based in New England. Inspired by a rough overnight atop Mount Washington, CEO and Founder Cam Brensinger was determined to build gear that makes the outdoor experience better. Though NEMO has been around for more than two decades, the brand’s marketing and creative efforts were never the top priority for this product-focused company — and as a result, the rapidly growing brand lacked clear brand standards, cohesion, and an elevated style.

I’ve worked hard to change that.

 

CREATIVE DIRECTION & BRAND STEWARDSHIP

  • Defined and reinforced NEMO’s brand voice and tone in a comprehensive Copy Guide

  • Collaborated with the Senior Graphic Designer to establish a visual Style Guide for internal and external reference

  • Acted as the editor and final brand gatekeeper across Marketing, Sales, and Product teams

PROCESS & GOVERNANCE

  • Established review and approval workflows

  • Spearheaded the migration of Marketing’s project tracking to Asana

  • Created documentation for everything from brand standards to onboarding and common task tutorials

  • Balanced speed with brand integrity for improved team efficiency

CROSS-FUNCTIONAL LEADERSHIP

  • Partnered closely with Sales and Product to improve collaboration and communication between teams

  • Provided feedback and guidance to internal and external creatives

  • Translated brand strategy into actionable creative direction


TEAM & PROCESS EVOLUTION

  • Onboarded a third-party translation service to upgrade packaging quality in French and Japanese markets

  • Researched and onboarded a post-production company to improve brand photography process and turnaround time

  • Reorganized team roles and duties to encourage career development and strengths