Be The Best
75 Years of Excellence
Elevating the Employee Experience Through Brand Stewardship.
Drawing inspiration from Empire’s 1950 founding year, I directed a creative concept anchored in classic mid-century varsity culture. We leveraged the era’s high-school Letterman aesthetic—a classic symbol of teamwork, school pride, and shared achievement—to build a unifying narrative for the modern workforce.
To bring this concept to life, I guided the team in designing retro athletic apparel, vintage felt pennants, and a custom varsity Leatherman jacket. To create an unforgettable personal connection, every box featured a custom chenille felt letter—giving each employee the experience of "lettering" in traditional 1950s sports and officially earning their spot on the varsity Empire team.
The Challenge:
To mark Empire’s 75th milestone anniversary, we needed to transform the annual corporate strategy rollout from a routine internal update into an extraordinary brand moment. The goal was twofold: elevate executive communications to make employees feel genuinely valued, and turn internal brand engagement into external visibility across the country.
The Solution & Execution:
I oversaw the creative development and production of a fully customized unboxing experience that seamlessly blended heritage with business strategy. We established a bespoke 75th-anniversary identity and translated it across a high-end corporate strategy box, complete with a strategy roadmap booklet, annual calendar, and premium merchandise available for both giveaways and internal retail. The end result was a memorable campaign that honored 70+ years of legacy, unified the team under a compelling visual narrative, and turned employees into passionate brand ambassadors in their everyday lives.
