Phil Lewis

Room 214, a Boulder-based Marketing Agency, reached out May, 2020. Leading Creative Direction & Principal Brand Design across a 15-person, distributed team— we* found flow within a multi-year, phase-focused structure to rebrand local legend—Phil Lewis. The Phil Lewis Brand build was an omni-channel rebrand distributed across Research & Insights, Fluid Brand Systems™, UI/UX, Web Dev, Copywriting, Marketing, & Advertising.

Project Details

Timeline

6 months

Services

Brand Systems

CD/AD

Brand Strategy

Website

Phil Lewis Art

Challenge

Redefining Phil's Voice

Phil Lewis is well-known in the Boulder/Denver Front Range as an Artist and all around good guy. Trusting his gut and at the start of the pandemic—he was concerned that his physical shop wouldn't get enough sales with increasing distancing laws. He felt this was a good time to accomplish a rebrand project he'd been planning for years. Working with Room 214, a local Marketing Agency, we...

Took a deep-dive into AB Testing, Research, and Strategy to create a Coherence Framework
Interviewed Phil & his patrons/customers to better understand the playing field
Began developing Mild To Wild, with evolving, in-house rounds before engaging with Phil Lewis

Goal

Phil Is Hands-On

Like many Artists, Phil is no stranger to hustle. An extremely hands-on client, we* felt it necessary to integrate systems that were agile to architect frameworks that were useable. Encouraging Phil's integration into the Brand build, we looked to him to leave his mark directly on the Brand, inviting him into GroupMind sessions and sending him source files as the build progressed. Focusing on Brand phases, we...

Split the Brand build up into 3 major Phases, with appropriate budgets, timelines, and teams.
Focused Phase 1 on Brand building. Phase 2 was centered around custom website development. Phase 3, application.
Encouraged the entire team to 'be their own genius' to find flow across copywriting, photography, collabs, and new partnerships

Solution

Finding Flow

Unfurling the PLA Rebrand over the last 2 years has been a delight to watch. Phil's website took off! 200% increase in sales upon launch, and 5k new followers on instagram... we* are stoked. The website is easy to use; Phil continues to integrate his own sense of style into this digital expression. His studio continues to host gallery shows, parties, and events—and his ambassador program has exploded.

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Our Distributed Team: