CHELSEA COLEMAN SUGAI 

I’m a strategist and consultant with over 14 years of experience helping brands shape culture, be relevant, be memorable and do better.

Available for freelance or full-time roles.


︎︎︎ ABOUT
︎︎︎ CV
︎︎︎ LINKEDIN
︎︎︎ WERATEMARTINIS
I’m a strategist and consultant with over 14 years of experience helping brands shape culture, be relevant, be memorable and do better.

Available for freelance or full-time roles.

︎︎︎ ABOUT
︎︎︎ CV
︎︎︎ LINKEDIN
︎︎︎ WERATEMARTINIS

BRAND STRATEGY

Helping brands get clear on who they are and why anyone should care.


Example delievrables: Brand positioning, campaign briefs, brand architecture, audience profiles

CADILLAC 

"Make Cadillac cool again" was the brief. Every time. For years.

We knew a one-off campaign wasn't going to fix it. So instead of answering the brief, we stepped back and built something longer: a brand strategy to revive the icon across every touchpoint, from car launches and dealerships to digital and .com.

The work was thorough: full buyer journey, stakeholder interviews, focus groups, search and performance data, trend analysis. Everything it took to build a brand vision and mission that could actually hold. Cadillac is still running on it today.

Me immersed in the auto world:

Example framework and outputs:

 


TREASURY WINE ESTATES - STAGS’ LEAP

Stags’ Leap (not to be confused with Stag’s Leap — yes, the apostrophe matters) needed a rebrand to break out of the wine snob bubble and connect with a broader luxury lifestyle audience.

The brand needed to get out of the wine snob bubble and into a broader luxury lifestyle conversation. The old positioning leaned on credentials — vineyards, history, provenance. Respectable, but not exactly a reason to feel something.

We shifted it to emotion. The platform we landed on, "Take the Leap," was built around the spirit of the stag itself: bold, curious, always moving toward something. Which turned out to be a pretty good mirror for the drinker we were trying to reach.


Trade Sizzle 


Creative: Derek Peet & Thanh Ly & Reginald Van Nurden



NEW ORLEANS TRICENTENIAL

New Orleans turned 300 in 2018. Older than the country itself which tells you something about the place.

But this wasn't a birthday party. It was a chance to reintroduce the city on its own terms. Not the Katrina recovery story. Not Bourbon Street. The real New Orleans, the one that doesn't just entertain you, it pulls you in and makes you part of it.

The rebrand launched on the Tricentennial and it's still running. Built to honor where the city came from, reflect where it is, and leave room for where it's going.

Video/TV: One Time in New Orleans


Additional experience: Modelo, CORE water, Robinhood 
© CCS