The Work n’ Sport rebrand was a strategic, 360° transformation that unified visual identity, messaging, and omnichannel marketing to elevate the brand’s presence and impact. Collaborating with marketing and merchandising teams, I played a pivotal role in defining the brand’s new look and feel, reinforcing its rugged, hardworking heritage.
My Role in the Transformation:
Brand Strategy & Visual Identity
Collaborative Logo Development & Brandmark Evolution
Packaging
Visual Merchandising/In-store signage
Photography
Art Direction
Digital Brand Integration
Website Art Direction & UX Collaboration
Omnichannel Marketing & Campaign Execution
Collaborative Logo Development & Brandmark Evolution
Packaging
Visual Merchandising/In-store signage
Photography
Art Direction
Digital Brand Integration
Website Art Direction & UX Collaboration
Omnichannel Marketing & Campaign Execution
Brand & Website Analysis:
I collaborated closely with the marketing advertising manager and our web agency to guide the creative execution of sorknsport.com, ensuring a strong digital presence that reflects the brand’s rugged, hardworking ethos. My role involved providing the team with brand standards, creative assets, and art direction to maintain a cohesive and impactful brand experience across the site. Work n Sport
Belt
Hat
Gloves
Work n’ Sport Rebrand
Challenge: Spearheaded rebranding to unify brand identity and
omnichannel marketing.
Solution: Drove a 40% sales increase (+$7M), elevating Work n’ Sport to #2
in-store. Revitalized packaging, website, and in-store signs while maintaining
heritage with a rugged aesthetic.
Impact & Results: Achieved significant brand recognition and sales growth,
contributing to the brand’s market leadership.
The rebrand positioned Work n’ Sport as the #2 brand in-store, driving increased visibility and customer engagement. By modernizing its identity while staying true to its hardworking roots, Work n’ Sport continues to stand out in the competitive workwear market.
