Motorola

Brand Development | Packaging | Global Brand Systems | Advertising | CGI

Challenge:
Losing US market share to Apple and Samsung, Motorola needed to inject new relevance into the brand: bold, impactful, and resonant with a global audience across every touchpoint.

Approach:
Working on-site with the client, I led brand development starting with packaging, a bold, attention-grabbing redesign, then extended the brand personality across above-the-line, below-the-line, and digital advertising, maintaining consistency across global markets
(NA, EMEA, APAC, LATAM).

Results:

• Hundreds of successful, on-time global product launches

• Award-winning, patented designs

• Innovative, sustainable package development

• 20% increase in net sales over two years

Team: Connie Little, Brent Thoman, Dean Jones, Davie Mertz, Peter Davis, Sabina Syed

Staples™

Brand Development | Content System Design | eCommerce | Product CGI | Private Label

Challenge:
As Staples shifted from retail to eCommerce and B2B, it needed to launch private-label brands that could compete with national brands, and bring a portfolio of 6,000+ products to a consistent, best-in-class digital standard, fast and at high volume.

Approach:
I designed a flexible, high-volume content system combining strategy, copy, design, CGI, and photography to deliver a consistent look and feel across the entire portfolio. The system was built for rolling launches and new product introductions: fast, scalable, and governed by a single set of standards across six brands.

Results:

• Built brand and content systems for 6 brands (Staples, TruRed, Perk, NXT, Coastwide, U&S)

• 3,080 products | 8,160 images | 1,454 expanded images

• Positioned private-label brands to compete directly with national brands

Team: Brent Thoman, Caitlin Hummer, Thomas Racan, Ryan Guimond, Seweryn Stankiewicz, Chris Morales

Anheuser-Busch

Brand Governance | Content System Architecture | eCommerce Strategy | CGI | Digital

Challenge:
Anheuser-Busch needed a content engine that guaranteed product and brand consistency across packaging, print, and digital, ensuring every product looked identical in-market and across every medium, while scaling to meet constant new-product demand.

Approach:
I led the conversion of the entire product portfolio to CGI, establishing a single source of visual truth. I built the brand governance framework behind it: a documented style guide and imagery standards system that defined how every asset was produced, reviewed, and deployed across digital, social, eCommerce, and marketing channels. The system was designed to scale without sacrificing consistency.

Results:

• Built a scalable, governed content system from the ground up

• 1,200–1,800 new products supported annually

• 66,000+ on-brand assets produced over 6 years

• Consistent brand expression across every channel and market

Team: Brent Thoman, Kelley Vertis, Adam Sarosy, Connor Carmody, Peter Davis, Karl Brower, Dean Jones

Colgate-Palmolive

Brand Standards | Creative Direction | Content Scaling | CGI | Video

Challenge:
Colgate-Palmolive needed scalable marketing and in-store assets across its personal and oral care categories: key visuals and contextual imagery for digital, eCommerce, and promotional use, produced efficiently and on-brand.

Approach:
I built a mixed-media team and a streamlined production process spanning design, copy, CGI, editing, and photography. By leveraging and expanding existing assets within a consistent creative standard, we scaled output while controlling cost.

Results:

• Significantly expanded a library of high-quality, on-brand assets

• Delivered 35% under budget by streamlining production and reusing governed assets

Team: Brent Thoman, McKenzie Kramer, José Padilla, Thomas Racan, Peter Davis, Karl Brower

Brent Thoman

Brand Strategy & Creative Governance

Contact

Connect

Brent.thoman@gmail.com

+1.312.933.2810

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