Bringing Order to the Brand Chaos
How I led a 14-person team through creative transformation—and kept the story (and sanity) intact.
The Challenge
WeightWatchers was in the middle of a brand identity crisis. Multiple overlapping strategies. Every team interpreting things differently. Leadership direction changed by the week. It was creative whiplash—and I was tasked with making sense of it.
The Results
Brand identity and messaging locked in–used across business units and global teams
Team alignment and momentum regained (and maintained!)
Strategic narrative adopted company-wide
How We Did It
Step 1
Stop pretending the chaos isn’t there.
We ran real interviews with team members across functions. No spin. No politeness. Just real talk about what wasn’t working.
Step 2
Define a shared audience
We moved away from “something for everyone” and built out a tight, emotionally resonant LifeCravers persona to bring clarity to all teams.
Step 3
Partner smart, build together
We brought in Bruce Mau Design for the brand spine, then got our in-house team creating with purpose—testing, refining, and evolving in real time.
What We Learned
Creative chaos is inevitable. Alignment doesn’t have to be. When you invite your team into the process, give them a voice, and anchor everything in a shared story–you don’t just survive a rebrand. You build one that lasts. And you keep your people with you, not burned out behind you.