REDEFINING ADVENTURE FOR HARI MARI
A strong brand voice is the cornerstone of effective storytelling, shaping how a brand communicates and connects with its audience. It reflects the brand’s personality, values, and purpose, creating consistency across all channels.
OUTPUTS:
INFLUENCER PARTNERSHIPS
CAMPAIGN CREATION
STRATEGY
BRAND VOICE
ART DIRECTION
Redefining Adventure for Hari Mari:
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As a brand rooted in adventure, Hari Mari faced the challenge of aligning its voice and identity with its product line, which consisted primarily of flip-flops and non-performance footwear. The task was to redefine adventure in a way that resonated with the brand’s audience while staying authentic to its ethos.
To bridge this gap, I expanded the definition of adventure from extreme activities like hiking mountains to more accessible and personal experiences—taking trips, stepping out of comfort zones, and embracing everyday explorations. This repositioning was brought to life through strategic partnerships with influencers and celebrities who embodied this more inclusive vision of adventure. By crafting a brand voice that spoke to the joys of approachable exploration, we successfully elevated Hari Mari’s identity as an adventure brand, inspiring customers to see their everyday journeys as meaningful adventures.
To further amplify this new vision of adventure, I built a comprehensive creator program that attracted influencers and content creators who resonated with the brand’s ethos of inclusive exploration. By partnering with individuals who aligned with this refreshed identity, I ensured that the brand’s message reached a wider and more engaged audience. These creators became ambassadors, authentically representing Hari Mari’s products through content that celebrated both grand adventures and everyday moments. This program not only enhanced brand visibility but also fostered a community of passionate advocates who connected deeply with the brand, helping to drive both awareness and loyalty.
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