Hey There,
I'm Kieren. I study Brand Design, but honestly my obsession with concerts is what got me here. Something about spending that much time at shows makes you think differently about why people show up. That question is what pulled me into strategy and customer experience. Good thing it turned into something useful.
Recent Project
A challenger brand campaign for Loop Earplugs, built around reframing who the real competitor was. Loop's real competitor wasn't 3M. It was the assumption that earplugs ruin the experience. With 82% of concertgoers never or rarely wearing them, the category had a perception problem built on one bad first encounter with cheap foam. The campaign, Live Loud, Stay Safe, ran a full brand funnel across Osheaga, major venue kiosks, transit, and creator partnerships in the rave and indie music communities, all around one line: Cut the Damage, Not the Music.