under construction

PELICAN PRODUCTS

2023-2024

CONCEPT

CONTENT

COPYWRITING

PRODUCTION

STRATEGY

BRAND COLLAB

REPOSITIONING AN OUTDOOR LEGACY THROUGH SOCIAL OVERHAUL

My work with Pelican Products marked a pivotal shift in both brand identity and digital engagement. While the company was already a trusted name in rugged protection for professionals and adventurers, its social presence lagged behind - scattered across disparate verticals with a legacy voice that struggled to connect with modern outdoor audiences.

I led a comprehensive rebrand of Pelican’s social storytelling, streamlining previously siloed accounts into a unified digital voice. From redefining visual standards to crafting fresh brand language rooted in the ethos of resilience and exploration, every touchpoint was recalibrated for maximum cohesion and emotional resonance.

At the core of this effort was community: I built from the ground up a new ambassador and user-generated content pipeline that elevated real customer stories and emphasized use-case authenticity. Strategic partnerships, cross-channel activations, and platform-native storytelling helped reinvigorate the brand’s credibility among younger, digitally native audiences without alienating its legacy core.

The result was a measurable uptick in engagement, reach, and sentiment - proving that even heritage brands can thrive by embracing modern, narrative-first content strategies anchored in community and purpose.

UGC CMS

Overhaul

Reclaiming control of Pelican’s creator ecosystem

One of my first priorities at Pelican was overhauling the Direct-to-Consumer influencer and UGC program. Years of handoffs between outside agencies had left the roster cluttered, with creators receiving gear but offering little in return.

I led a full audit and rebuild of the system, using Sprout Social to centralize tracking and create a reliable pipeline for product seeding, content collection, and performance review.

This shift gave us a clear view of what was working - and what wasn’t.

It also allowed us to capitalize on moments we’d previously have missed - like a viral video showing a Pelican cooler surviving a highway fire, which I surfaced through Sprout’s robust social listening tools and helped turn into a flagship brand story that still lives on the homepage.

It also allowed us to capitalize on moments we’d previously have missed - like a viral video showing a Pelican cooler surviving a highway fire, which I surfaced through Sprout and helped turn into a flagship brand story that still lives on the homepage.

Within six months, we had a smaller but more engaged creator network, and consistent performance improvements across Instagram, Facebook, and email campaigns.

rebranding a legend

As the lead creative behind Pelican’s post-merger brand integration, I was responsible for defining how Pelican Products and Pelican Professional accounts would merge into a singular, cohesive brand presence. This was not a light refresh - it was a full-scale unification effort requiring executive alignment, stakeholder buy-in, and a strategy that could hold across global markets and distinct business verticals.

To initiate this, I developed and presented a comprehensive executive-facing strategy deck that outlined our roadmap for alignment across visual identity, messaging, and customer experience. My focus was on translating a fragmented internal brand architecture - where different teams and verticals operated in silos — into an externally coherent story. The objective was to ensure that employees, customers, and stakeholders all had a clear, unified understanding of what Pelican stood for in the wake of the merger.

A key component of this work involved devising a plan to sunset legacy social accounts tied to now-defunct business units, including industry and pro verticals. These accounts had outlived their strategic usefulness and were contributing to audience confusion. By consolidating them under a single unified social ecosystem, we were able to centralize audience engagement and reinforce the brand’s new direction.

The final framework I delivered included revised brand positioning language, a suite of modular lockups to represent the combined entity, and visual use cases designed to guide both internal onboarding and external rollout. This framework was ultimately approved by both executive teams and became the foundation for internal training materials, sales enablement collateral, and all public-facing communications.

diving in

YUCATAN

To promote the 1615 Air - Pelican’s largest check-in ready case designed for adventure-minded creators and gear-heavy pros - I produced a social-first campaign that showed the case doing exactly what it was built for: protecting delicate equipment in unpredictable conditions.

Over the course of a weekend, I flew to Mexico’s Yucatán Peninsula to film and photograph the 1615 Air across four different cenotes. The goal wasn’t just to showcase its rugged durability — it was to highlight how effortless it is to pack, travel, and trust the gear you’re bringing with you.

From airport conveyor belts to limestone cliffs, jungle trails to flooded caverns, the 1615 Air stayed at my side through every haul, dunk, and drop. The footage and stills - optimized for vertical formats - were delivered as modular assets across Instagram, Meta Ads, and email. The result was a lifestyle-forward visual story that made the case aspirational to both traveling creatives and underwater pros, while still staying grounded in function-first utility.

This activation helped reposition the 1615 Air not just as a hard case, but as a go-anywhere travel companion - especially relevant to Pelican’s growing creator and dive segments.