Multi-Brand Lookbook

All national brands for The Companion Group - 2019

As The Companion Group expanded beyond outdoor cooking into categories like home décor, all-natural repellents, and indoor seasonal programs, we needed a more cohesive way to communicate our growing brand portfolio.

I led the development of a multi-brand sales asset designed to support cross-category selling, strengthen brand cohesion, and help retail partners quickly understand the full scope of our capabilities — positioning us for growth across multiple departments.

Project Details

Challenge

As our brand portfolio expanded, it became harder for retailers to see the full scope of what we offered — and for our sales team to consistently position it across categories and buying teams. We needed a clearer way to tell a connected brand story that extended beyond grilling into adjacent categories like pizza ovens, home décor, and wearable repellents.

To support this transition, we developed a single asset to simplify the conversation, reinforce the strategy behind each brand, and help the sales team position our capabilities across multiple departments and retail touchpoints.

Role

Led development of a multi-brand sales asset designed to support cross-category selling and category expansion
Ensured each brand’s positioning was clear, relevant, and aligned to retailer needs
Directed creative strategy to unify messaging and visuals while preserving distinct brand identities
Designed the tool to be practical, easy for buyers to share across internal teams
Ensured the asset helped our team tell a more complete brand story while driving commercial outcomes

Results

Launched a centralized sales tool used across national accounts and independent channels
Enabled sales team to expand assortments and introduce adjacent categories with greater clarity and confidence
Created new entry points with retailers by making our offering easier to share across buying teams
Strengthened alignment between cross-functional teams around how we presented our full capabilities
Reinforced brand intent and cross-category potential as the company expanded beyond its legacy grilling roots