In my time at Goorin, I have set out to evolve the brand, elevate our storytelling, and shift the business from being product-led to brand-led.
I built a lean team, established in-house creative capabilities, modernised our social ecosystem, and led the evolution from Goorin Bros. to the more contemporary Goorin, while also developing the “Goorin Hits Different” platform and the brand’s 130-year anniversary strategy.
This work blended strategy, creativity, and execution, laying the foundation for the brand’s next chapter of cultural relevance and commercial growth.
BRAND STRATEGY
I led the strategic evolution of Goorin’s brand, modernising a 130-year-old heritage business and redefining its identity, voice, and market position.
My ELEVATE brand strategy outlined a three-year roadmap that included activating the name change from Goorin Bros. to simply Goorin, developing the brand’s 130-year anniversary content strategy, and introducing the new brand voice and positioning, “Goorin Hits Different.”
This work created a more contemporary and culturally relevant narrative, establishing the guardrails and direction needed to guide future growth.
BRAND VOICE
The Goorin Hits Different platform was created to establish a consistent brand narrative and build a foundation for brand education. Rooted in the consumer insight that wearing Goorin simply feels different, it became the anchor for our new brand voice and the framework behind all campaign storytelling.
The launch campaign focused on two core content pillars:
1. Brand Anthem — A hero film celebrating the brand’s heritage and modern direction.
2. Docu-series (5 Chapters) — Stories covering Goorin’s history, cultural influence, product icons, evolution, and the undeniable feeling of why “Goorin Hits Different.”
This platform gave the brand a more distinctive, culturally relevant voice was scalable across all channels.
Since 1895: Goorin Hits Different Brand Anthem
SEASONAL STORYTELLING
A key focus of my role was steering Goorin from a product-led mindset to a more brand-led approach.
This required rethinking how we planned and launched seasonal collections, elevating product storytelling, and ensuring every moment reinforced the brand’s positioning.
To achieve this, I rebuilt the GTM rhythm through a brand-centric lens, introducing a clearer seasonal brand journey, stronger narrative structure, and a more connected cross-functional process.
On the content side, I modernised the aesthetic of our seasonal shoots, shaped product stories, and created comprehensive asset toolkits for both DTC and wholesale.
The result was a more cohesive, elevated, and brand-right launch experience that aligned teams, strengthened storytelling, and supported commercial goals across every channel.
IN HOUSE STUDIO
One of my early priorities at Goorin was building an inhouse creative engine that could support a more elevated, brand-led approach and keep pace with the brand’s fast production needs.
I developed the in-house studio from the ground up—firstly sourcing equipment, and then sourcing photographers, models, stylists, and production partners, and establishing the workflows required for consistent, high-quality output.
This included building photo and video processes, seasonal shoot playbooks, and a scalable content system that served both brand storytelling and commercial needs.
The resulting asset libraryservoiced our Ecom needs, social channles, as well as our brand toolkits that supported our wider B2B network, providing a more cost-effective solution for our always-on content requirements.
BRAND BIBLE
To evolve Goorin into a truly global brand, we needed clear, unified direction on how the brand should show up across every market and channel. I inherited a strong strategic foundation and translated it into a practical, accessible, and globally consistent toolkit.
The final Brand Bible was built in two parts.
Part One served as our core Brand Bible—a resource that defined our story, consumer muse, values, beliefs, tone of voice, and visual identity, ensuring we told the Goorin story consistently across every touchpoint.
Part Two functioned as our Brand Guidelines, giving internal teams and global partners the approved systems, rules, and tactical direction they needed—logo usage, colour palettes, photography principles, and more—to preserve the integrity of the brand.
Together, these sections formed a single source of truth that aligned teams around our new name and brand direction. It brought clarity, consistency, and confidence to every market, enabling the brand to scale with cohesion and impact.
SOCIAL RESET
Becoming a truly social-first brand required modernizing Goorin’s entire social ecosystem.
Gradually, we shifted from a culture of reactive posting to a structured social cadence that balanced brand storytelling, community, product, and cultural relevance.
We prioritized video, and raised the bar on our photography, introducing a more fashion-forward visual language across feeds.
The result was a more cohesive, emotionally resonant social presence—driving stronger engagement, improved consistency, deeper community participation, and clearer alignment between brand, culture, and commerce.
A key initiative was reimagining the iconic Friday Drop program into a more premium, narrative-driven weekly franchise that tapped into drop culture, elevated product presentation, and created consistent moments of anticipation
