NEWPORT
Much of my time at The Mighty Shed involved evolving communications for Newport, the leading U.S. menthol brand. The task was to maintain a bold, streetwise identity while updating an aesthetic that had lingered in the 1990s. This required balancing innovation with familiarity during significant industry shifts.
A Grit & Edge strategy kept the brand's spirit intact by grounding the voice in cultural insight. The goal was to build relationships through a fan-first activation model. For limited-time campaigns, a retro analogue lens created authentic, culturally connected packs. For new launches like Boost and EXP, the focus was on introducing unmistakable innovations while repositioning existing lines.
Responsibility spanned all marketing communications, including direct mail, digital portals, and state-specific activations. The Limited Time 2021 campaign involved collaborating with fashion designers to create nine streetwear-inspired packs featuring VHS textures and distorted scans. Beyond product design, work included national rollouts and the development of Newport Pulse, a mobile content studio with modular layouts and social spaces designed to reinforce a street-born identity.
Refreshed communications reinforced the brand as a cultural fixture and maintained audience loyalty. Limited-edition packs sold out instantly, becoming collectibles that positioned seasonal launches as genuine cultural moments. By delivering versatile digital and in-person solutions, the work ensured brand relevance lived beyond the product in a transformed market.
