Wunderground

Brand Director

Wunderground was started by legendary Seattle entrepreneur, Jody Hall, who also opened the wildly popular Cupcake Royale. An adaptogenic mushroom coffee company, Wunderground needed a brand voice that would stretch into multiple channels, educate, and entertain.

I grew their packaging voice, developed by a local agency and informed by their packaging art, into a lively, quirky, but trustworthy tone that helped set the stage for omnichannel growth. With a brick-and-mortar on Capitol Hill in Seattle, stockists that include PCC, and an expanding DTC business, Wunderground’s brand identity set itself apart.

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The Highlights

Defined brand voice and experience for new omnichannel mushroom coffee company with average DTC conversion rate of 1.7%
Managed all activations including national experiential campaigns in Showfields Miami and Napa Valley
Created and executed media strategy including placements in national publications, and an average of 2 local placements per week
Set and managed team KPIs to drive multi-channel growth