UR Krushing it Brand Refresh (2024)
The Challenge:
R.W. Knudsen has the heritage and quality— but the vibe felt a little too old-school. The brand needed a fresh spark to connect with a younger crowd and stand out in the natural beverage world. The mission? Inject real energy and attitude. Something bold, modern, and totally unmissable.
Brand guidelines Overview
The Outcome:
I teamed up with Bobby Pfeiffenberger, Ken Matsubara, and Emily Trescot to create the “UR Krushing It” campaign — a playful, punchy visual world full of color, confidence, and personality. We rolled it out across social, web, print, and digital, giving R.W. Knudsen a whole new voice that feels fun, current, and unapologetically alive.
Iteration, after iteration…
Brand guidelines
Homepage Banner Example
So. Many. Meta. Ads.
Meta Video
Programmatic Display Ads
“U R Krushing it” Campaign Video, 30 Second Spot
Creative Team
Executive Creative Director: Ken Matsubara
Creative Director: Bobby Pfeiffenberger
Senior Content Creator: Emily Trescot
Production: Barry Wolford
My Role
Under the creative direction of Bobby, I led the creation of the R.W.K. Knudsen brand guidelines and defined the brand’s look and feel, bringing the UR Krushing It vision to life across digital, print, and marketing. I developed a 40-page brand guidelines document, establishing the core visual systems and rules that underpin the brand.
I built the full visual language—typography, color, layout, iconography, and usage standards—and ensured these guidelines were consistently applied across all touchpoints, preserving brand clarity
and impact.