Reigniting a latent icon.

40 years of brand building created heritage, recognition and a deep archive of iconic product and storytelling. What Reef needed was a clear north star for what came next.

ROLE
Head of Creative

SCOPE
Brand Strategy / Creative Direction / Organizational Leadership / Brand World-Building

Look back to move forward.

We mined four decades of REEF to identify what made the brand at its best, then translated that into a forward-looking ethos of REEF's purpose, positioning, personality and creative principles.

RIDICULOUSLY COMFORTABLE was a legacy tagline, but only expressed through the lens of product. Elevating it to a mindset, and it offered a clear POV to guide everything from product and partnerships to visuals and voice.

Different stories, all Ridiculously Comfortable.

This foundation became the filter for how REEF showed up in market.

From category storytelling and franchise moments to collaborations, each expression shared the same underlying attitude while flexing for different audiences and objectives.

Womens Category Campaign

Destination Flip Flop

Reframing a growth category through a more contemporary expression of the REEF lifestyle.

Mens Franchise

The Fanning Turns 21

Turning the anniversary of an iconic sandal into a celebration of the attitude behind it.

Collaboration

REEF x Rose Machado

Using a partnership to connect REEF's heritage with new communities, voices and expressions of beach culture.

From campaigns to an evergreen brand.

We extended the brand ethos across paid, social, e-commerce, CRM and retail, bolstering seasonal campaign moments with a consistent, evergreen brand experience that connected with consumers week-over-week.

Better work required better ways of working.

We introduced creative tiering, guidelines, clearer processes, and new capabilities to increase consistency and velocity at scale.

RENEWED FOUNDATION→
CATEGORY CAMPAIGNS →
EVERGREEN BRAND EXPRESSION→
BRAND-BUILDING THAT BUILT
THE BUSINESS

+30%

Digital DTC

+26%

Awareness

13.3

Average iROAS

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