PROJECT NAME
SPEC WORK:
Brand Strategy, Creative Platform, and Campaign Spots
ROLE
EVERYTHING
DATE
2026
Duke Cannon had built a loyal following through oversized products, irreverent humor, and a distinctly blue-collar point of view. The challenge was to broaden the brand’s appeal without losing the authenticity that made it successful.
A category audit revealed that nearly every competitor positioned men as projects to be optimized, fixed, or improved. That insight uncovered an opportunity for Duke Cannon to take a different approach: celebrate men for who they already are. By grounding the creative in a deeper understanding of the audience’s identity and aspirations, I developed a foundation, platform, and campaign spots that preserved the brand’s core while opening the door to future growth.
BRAND NARRATIVE PRESENTATION
The carousel below documents my strategic & creative work and the thinking behind each decision. For a quicker overview, I’ve included the key slides below the presentation, highlighting the final strategic positioning and creative concepts.
I developed a new strategic brand foundation.
And with that came the development of a creative platform.
That I brought it to life with a manifesto and two product
specific campaign spots.
Awareness level campaign spot “Shath”
Consideration level campaign spot "Roman Empire"