This represents the envisioned personal branding for Trammell S. Crow, a distinctive voice in the fight against climate change. As a Texas Republican, he advocates for giving conservation an equal standing alongside Silicon Valley technology. Mr. Crow serves as the leader of EarthX, an organization dedicated to producing educational content, media, and conferences centered around sustainability.
Role: Creative direction and design under the In This Together organization
Scope of Work: Personal brand positioning, strategy, identity, photography direction
Process Highlights:
Challenge: Trammell possesses a unique, contrasting, and defiant personality, with involvement in a diverse array of organizations. Solution: To define his distinct brand identity, we applied Carl Young’s 12 brand persona archetypes, positioning him as the ‘Outlaw’ archetype.
Challenge: Integrating a multitude of dynamic concepts, including EarthX (his organization), ranching, conservation, environmentalism, Texas, and the cowboy ethos. Solution: We addressed this creative challenge by incorporating these elements into the creative brief, drawing inspiration from old Westerns where the main character’s deep connection to the land paralleled his commitment to environmental causes.