Thump Coffee

Thump wanted to more deeply engage their customers and team members around the ideas and passions that drive them. But rather than rallying support around abstract and ethereal ideas, they wanted to stoke buy-in from both the people on their teams and the people in their cafes around real, tangible commitments. Commitments to community, decency, and shining brightly in a dark world.

I was hired by their ownership group to lead the effort in bringing clarity to the brand's purpose, positions, key activities, and cultural standards. This included copywriting work, landing page ux strategy and copywriting, creative direction, messaging work, and culture development work with teams and managers of their various cafes.

Since their BrandBook® was published and it’s ideas disseminated into all customer and culture-facing expressions of the brand; Thump has increased it’s year-over-year growth targets, opened new locations, and expanded the reach of its wholesale product footprint into new markets across the US, Canada, and Australia.