USA TOWEL REBRAND
The USA Towel rebrand began following NCS's acquisition of the company. While the brand had established recognition, its identity lacked the versatility and consistency needed to align with the broader NCS portfolio.
As project lead, I developed the rebrand strategy and presented the recommendation directly to the company's CEO. The goal was to build confidence in the direction by clearly communicating both the challenges of the existing identity and the value of the proposed solution.
Through strategic rationale, visual comparisons, and real-world applications, I demonstrated how the updated brand system improved flexibility, strengthened consistency across touchpoints, and positioned USA Towel for future growth.
FEEL THE DIFFERENCE CAMPAIGN
Designed to showcase the performance advantages of USA Towel products, this campaign emphasized the durability, thickness, and premium quality that differentiate the brand within the car wash industry. The objective was to extend the newly established brand identity while creating a complementary visual system around the Feel the Difference message.
Using a library of photography and video assets in-house, I selected and curated the strongest visuals to support the campaign narrative. The resulting campaign was designed to drive enrollment in the USA Towel program, helping operators increase customer engagement and sales.
