The new owners bought Surface knowing the brand needed work. That was the plan. They saw the product, saw the upside, and brought me in to close the gap. Surface had a product that worked and 4,000 email subscribers they weren't talking to. Their content all looked the same. Their website said "active people" when moms are the ones buying sunscreen. They were selling on Amazon when they should have been owning their customer relationships.

The brief was simple and impossible. Scale in 9 months. I didn't just redesign the brand. I diagnosed the disconnect between who they thought their customer was and who was actually buying. Then I rebuilt everything around that person.