Beats had already taken over the personal audio market by the time I stepped in... but they only had one SKU to their name, the standard-issue Studio. It was time to expand. That meant creating a whole new vocabulary inside a well-established language.
We expanded the Beats style guide to encompass a whole range of incoming products — making each one distinct while still clearly part of the overall brand — and created messaging for packaging, national spots, print ads, end caps, trade shows, and Times Square billboards.
I became the vertical lead and brand expert for Beats, but my guiding principal was pretty simple: Keep It Cool.
