Calling All Fans

Tervis Tumbler had perfected a product that people truly loved, but after 65 years they hadn't yet established a brand. I had the opportunity to lead the building of one from the ground up. The transformation was profound. Their insulated drinkware was indeed the high performance product that the client believed, but it was also an important social connector. With thousands of customizable and collectable designs, this product was capable of reflecting its owners' personalities. People bought the cup because they were a fan and then fell in love with it -because it was a Tervis. As creative director I led the development of every consumer touchpoint, including the identity system, packaging, and retail stores, extending through to a powerful new website, social presence and two successive national advertising campaign. Tervis finally had a brand worthy of their adored products. All told, the combined marketing efforts doubled the company’s annual revenue.