RETHINK ELITE

To “Rethink Elite”, I led a strategic brand elevation into the premium space, crafting a blacked-out luxury identity that exuded confidence and class. We stopped calling them “customers” and started honoring them as “Drivers”—individuals with iconic taste, stylish as Steve McQueen in Bullitt. Every brand touchpoint embraced high-end minimalism and unapologetic sophistication, reflecting the attitude and lifestyle of those behind the wheel. Through refined language, elevated visuals, and a bold redefinition of the brand voice, Elite became more than a product—it became a statement. A brand for drivers who know exactly who they are—and never need to explain it. 2024 - ongoing.