The Land of Nod was initially created as a mail order catalog. The brand faced little direct competition in its early years, and the look and feel stagnated and ultimately felt dated. The product development team undertook a massive overhaul of the product. And I led a complete redesign of the brand look, feel and voice to return the brand to its original trend-setting roots. The update included a deep dive into the customer profile using both quantitative and qualitative research. From there, I led the development of five core brand pillars that were used organization-wide to keep all of our customer touchpoints on brand. This wasn't just a marketing endeavor, these pillars touched every corner of the organization. I worked closely with other leadership throughout the organization to educate teams and get adoption of this brand ethos and vernacular across the entire company. Not only that, we used the language in customer-facing materials, and often had our customers speaking back to us in the language we'd created around the brand. It became a touchstone to hold everyone at the company accountable for serving the customer in the Nod way, and also empowered everyone to be decision makers in their area through the use of this very clear lens.