Make Expertise Shareable
Give colleagues from different disciplines a common structure for contributing to a marketing conversation.
Strategic Leadership
Marketing Brand Navigator
Framework & Process Development
Building Marketing Confidence Across Disciplines
Portfolio overview
My Role
Creative Director.
The Need
As Hatcher expanded beyond its PR and communications roots, teams needed a shared way to assess clients’ marketing needs and guide strategic conversations. Staff brought valuable expertise from different disciplines, but not everyone identified as a marketer. The opportunity was to create an intuitive process that helped people contribute their knowledge while developing a broader understanding of brand and marketing strategy.
What I Created
The Marketing Brand Navigator: a facilitated workshop and visual workspace that guides teams through audience understanding, brand direction, brand assets, and messaging. The process brings those conversations together in a concise Brand Map that can inform creative work and communications.
A Glimpse of the Work
The method, made tangible.
A glimpse of the workshop that turns a broad brand conversation into a shared reference.
The Marketing Brand Navigator workshop, showing its sequence of exercises and shared working areas.
My Contribution
Working with a senior director, I explored how others approached marketing conversations with clients, then selected and integrated elements into a process suited to Hatcher’s clients. My contribution was designing a clear sequence, practical exercises, and a collaborative workspace that multidisciplinary teams could follow and use together.
Collaborators
A senior director and Hatcher colleagues who participated in the initial workshop and contributed their perspectives to the firm’s brand development.
From Workshop to Working Reference
The workshop moves from Finding Your Crowd to North Star, Brand Assets, and Message Anchors. Each stage gives colleagues a way to contribute their knowledge, examine assumptions, and connect brand choices with the people they need to reach. The Brand Map distills that work into a reference the team can return to during messaging and creative development.
Documented Result
Hatcher served as the first testing ground. A three-hour workshop brought employees together to explore the firm’s brand promise, tagline, value proposition, and competitive landscape. The resulting single-page Brand Map informed messaging for Hatcher’s redesigned website, connecting the workshop directly to a tangible business application.
From Analysis to Action
What the Method Makes Possible
Make Choices Explicit
Connect the audience, brand promise, and message so the reasoning behind creative direction can be discussed.
Carry the Workshop Forward
Use the Brand Map to maintain continuity between a facilitated session and the communications that follow.
Supporting Guides & Papers
Marketing Brand Navigator
The Marketing Brand Navigator Workshop
Marketing Brand Navigator
Introducing the Marketing Brand Navigator
Marketing Brand Navigator
Hatcher’s Branding Approach and Methodology
This portfolio summary introduces the purpose of the work. Full guides and internal working materials remain private.