Weber: Degendering Grilling

Weber grills experienced a decline in sales as the COVID-19 grilling boom ended and the housing crisis loomed. Additionally, grilling, a deeply gendered activity built upon idealistic nuclear family structures, is losing relevance in culture.

Brand Strategist and Creative Designer: Problem analysis, Research, Repositioning, Launch strategy, Visual Design System, Creation of Visual Materials Team: Chanel Gilcrease, Marisa Goldberg, Stuti Sukhani, Yunis Ni

1. Research (Cultural, Historical, and Brand Audit) 2. Synthesis and Insight Mining 3. Positioning 4. The Big Idea 5. Activation Planning 6. Visual Design System 7. Deliverables Design

Creating a new meaning of the brand 'Weber' making the brand relevant to culture today while retaining it's age old legacy, consequently reclaiming market share, driving sales growth, and elevating customer engagement.