THE SCOUTING REPORT

Rebrand a regional firewood subsidiary into a premium retail and e-commerce brand capable of scaling nationally.

THE HUDDLE

I saw this brand as an opportunity to transform a basic commodity into exercises in camaraderie and nostalgia. I researched into struggles from buying firewood and created content that addressed specific wood-quality and delivery-logistics pain points.

THE GAME PLAN

I came up with the name “Kindled Provisions,” and the tagline “Ignite the Exceptional.” The Kindled Provisions brand had the voice of a wise neighbor, a trusted keeper of traditions and expertise. I replaced their utility-based sales pitch with a narrative encouraging the reader to create new fireside memories. I leveraged these emotional points to inform copy across video and audio scripts, print ads, flyers, brochures, mailers, and an SEO-optimized website and store.