Reshaping an icon

Last year, an incredible American brand let me in on the process of writing the next chapter of its story. Louisville Slugger asked Interbrand for help making its 129-year-old brand relevant to a new generation--one that didn't know Babe Ruth from a candy bar. I took the lead on the voice, shifting it into the present and future tense, and giving it a style that was more charismatic captain than museum curator. Our Cincinnati office took on something much bigger—the company's visual system, including its iconic logo. Everything was revealed today, and it couldn't have come together more beautifully