BRC IMAGINATION ARTS

PURPOSEFUL STORYTELLING ISN’T SHOW BUSINESS, IT’S GOOD BUSINESS.

AUGUST 2020 — FEBRUARY 2025

CASE STUDY

BRC Imagination Arts is a global experience design and production company that translates brand and cultural stories into transformative, human experiences. 

For over 40 years, BRC has stood as one of the world’s most iconic experience design and production companies. Internally, however, brand development often took a back seat to client work. For a company that excelled in crafting unforgettable experiences for its clients, its own brand experience had become disjointed. Marketing and communications efforts were fragmented, with no strategic alignment across PR, social media, sales collateral, thought leadership, or event appearances. 

I joined as the company’s first employee dedicated to marketing strategy and brand identity in 2020 and I inherited a blank slate.

It was therefore my job to build the foundational tools and structure that would ensure cohesive storytelling across platforms and define a strategy to amplify BRC’s distinct voice in the industry. This work went beyond aesthetics. 

THE CHALLENGE

A DEPARTMENT OF ONE

As Director of Strategy, I spearheaded the development, management, and oversight of BRC’s entire business strategy and brand identity. Working in close collaboration with BRC leadership, my role encompassed stewarding the company’s firm history and institutional knowledge, fostering key strategic partnerships, and driving all aspects of external communications and marketing—including PR, social media, thought leadership (owned, earned, and paid content), company merch, sales support, and internal and external events. Additionally, I handled publishing, awards, public engagements, and project documentation, producing and directing sizzle shoots for both company PR and client work.

SCOPE OF WORK: 

  • Comprehensive brand and marketing strategy development and management

  • Social media strategy, content creation, and community engagement

  • Press and media relations, including earned media strategies and crisis communications

  • Industry awards strategy, submission, and management

  • Event conceptualization, production, and execution

  • Full-service podcast production: writing, hosting, editing, and producing

  • Photo and video production, for sizzle reels, culture shoots; on-set management

  • Thought leadership development and strategic refinement

  • Development of new business and sales materials

  • Cultivation and management of strategic partnerships

  • Data-driven performance measurement and analytics

  • Serving as a company spokesperson and public representative

  • Publishing, including content creation, editing, and distribution

  • Internal communications strategy and execution

  • Print marketing design and production

THE REBRAND

BRC 40TH ANNIVERSARY SIZZLE (2021)

My first task was to lead a comprehensive rebrand that reshaped BRC’s visual identity, voice, and digital presence to better resonate with its target audience. This rebrand covered every touchpoint, culminating in a fresh, user-centered website that highlights BRC’s extensive global portfolio and comprehensive experiential strategy and design services.

The rebrand delivered:

  • A unified identity with new colors, fonts, voice, audience definitions, purpose/mission/values, themes, points of view, messaging, and primary/secondary communication channels.

  • Redesigned sales materials, including case studies, qualifications, proposals, and presentations.

  • Website was SEO optimized for intent and almost immediately showed higher engagement: more sessions, pages per session, duration per session, and lower bounce. 

The website won a 2022 W3 Gold Award for best home page design.

website BEFORE

website AFTER

awards

As a part of my role, I oversaw the entire awards cycle for both the company and projects. securing a total of 96 awards during my tenure at BRC. Of these, I personally applied for 60 winning entries, in addition to 21 shortlist or finalist recognitions.

96

Total awards won during my tenure at BRC for creative and technical excellence.

>60

I personally applied for 60 of these winning entries, in addition to 21 shortlist or finalist recognitions.

MASTERS OF STORYTELLING

A BRANDED PODCAST

Recognizing the need for more than just visual updates, I conceived and launched Masters of Storytelling, a podcast exploring the legendary people, ideas, and strategies redefining storytelling across mediums—from books to boardrooms, film to physical spaces. This podcast not only positioned BRC as a thought leader but also extended its brand into new, engaging formats, fostering deeper connections with clients and audiences alike.

The show has grown completely organically and was recognized by the Signal Awards in 2024, winning Best Host (Silver Winner & Listener’s Choice) and Best Writing (Bronze). The show was also recognized by The People’s Choice Podcast Awards as a 2023 Finalist in the Arts category. 

Masters of Storytelling is written, produced, edited, and hosted by myself. 

GUESTS INCLUDE:

  • Joe Pine, Author of “The Experience Economy” 

  • Joe Rohde, Former Disney Imagineer, Chief Experience Officer at Virgin Galactic

  • Kris Bowers, Film/TV Composer: King Richard; Bridgerton; Green Book; The Wild Robot.

  • Chris Copeland, Director, Dreamworks Animation 

  • Gabor Harrach, Author, Branded Entertainment Consultant (Corona Studios)

  • Margaret Kerrison, Writer, Disney Imagineering, AirBnb (Story Lead,  Star Wars: Galaxy’s Edge)

  • Abigail Rosen Holmes, Lighting & Production Designer (Phish, Janet Jackson, Cher, Pink Floyd)

  • Phil Boutté Jr., Concept Costume Designer (Black Panther, Captain America, The Greatest Showman) 

  • Chris Do, Founder & CEO, The Futur 

  • Samara Bay, Author of ‘Permission to Speak’, Speaking & Dialect Coach

SOCIAL MEDIA

+28%

Increase in total social media followers.

+117%

Increase in followers on LinkedIn.

14%

Engagement rate on LinkedIn
(compared to the average 3.85%)

I secured, facilitated, and prepared team members to deliver impactful presentations at renowned conferences, including SXSW, Content Marketing World, IAAPA Expo, Sports Business Summit, SATE, LDI, MAICON, and Collision Conf.

SPEAKING ENGAGEMENTS

INDUSTRY WHITE PAPERS

THOUGHT LEADERSHIP

Recognizing a knowledge gap in the themed entertainment and brand home industries, I began transforming BRC thought leadership into comprehensive, subject-specific white papers, providing actionable strategies on topics such as destination marketing, accessibility and inclusion, the business case for experiences, and the value of sports and entertainment experiences and tours.

EXECUTIVE MASTERCLASS

A SALES EVENT Series

An intimate day of discussion focused on emerging trends, challenges, and opportunities in the experiential space. Breaking away from the traditional conference mold, this will be a dynamic, concentrated, and interactive event with an emphasis on tangible solutions, meaningful dialogue, and the exchange of invaluable expertise.

The half-day program included four talks, a tour of Johnnie Walker Princes Street, and cocktails followed by dinner. We held two of these events (2022,2023) in Edinburgh. The 2024 event was hosted in partnership with Anyroad.

Visitor experiences created, designed and produced by BRC Imagination Arts.