Brand Experience Strategy
For The Next Economy
Brand Experience Strategy For The Next Economy
Building brands for a brighter future.
Building brands for a
brighter future.
Trusted by
My philosophy
Brand worlds take
people places
Brand worlds take people places
Tomorrow’s leading brands won’t be static or one-dimensional. They’ll be dynamic, multifaceted ecosystems designed to move people emotionally and into action. These brands invite us into immersive, living worlds that are both unique and unforgettable.
For leaders shaping the next economy, mastering world-building is essential. It empowers you to connect more deeply, grow more intentionally, and help create a future that’s not just brighter but more human, imaginative, and responsive to change.
My methodology
The building blocks of a brand world
Crafting rich, responsive brand worlds takes more than big ideas or relentless optimization. It requires strategic imagination, a blend of insight, creativity, and systems thinking. My collaborative, hands-on process delivers this, drawing upon holistic perspective, integrated expertise, and deep human intuition. Guided by Project Carta, my brand intelligence offering, this methodology consists of three interconnected building blocks.
Project Carta
An exploratory research practice that maps emerging frontiers, equipping leaders with the intelligence to move faster and build brand worlds with confidence.
Strategically Driven
Grounded in modern brand theory to deliver insights that are both perceptive and practical.
Supercharged by AI
Blends emerging tools and timeless techniques to uncover faster, more meaningful answers.
Crafted with Care
Shaped with precision, empathy, and the kind of detail only possible through human touch.
My Work
Brand worlds in action
Below are select examples of my work with companies shaping the next economy. Each project showcases different facets of building brand worlds, from defining core narratives to designing engaging journeys and touchpoints, all contributing to a brighter future.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
iFIT
Brand Transformation
Brand Architecture
Experience Strategy
Ecosystem Design
Played an integral strategic role in a multi-year brand transformation for iFIT and NordicTrack. I led initiatives spanning discovery, brand architecture, positioning, campaign planning, and experience strategy. These efforts led to a more integrated and intelligent ecosystem, shifting perception and empowering fitness enthusiasts on their journey to holistic wellbeing.
Patagonia
Product strategy
Community Activation
Digital Strategy
Grassroots Tech
Shaped key aspects of product strategy for Patagonia Action Works, a digital platform connecting people to local environmental groups. I established a business case and strategic vision for leveraging digital and social channels to intelligently recruit and activate communities, designing ways for technology to enable grassroots participation in the brand’s mission.
Cruise
Experience Strategy
Tech Adoption
Trust by design
Mobility Vision
Developed experience strategy for Cruise, GM’s autonomous vehicle pioneer. My work translated crucial insights, focused on building trust and effectively introducing AV tech, into a foundational digital platform for early riders and stakeholders. This strategy was fundamental in the brand’s early marketing, informing what has become GM’s broader vision for future mobility.
Lime
Brand Platform
Brand Strategy
Purpose Articulation
Campaign Strategy
Partnered with Lime to establish its new global brand platform, Unlock Life. Through creative collaboration, I shaped brand and experience strategy, articulating Lime’s purpose of unlocking opportunity, connection, and more vibrant cities. This vision guided campaign and channel strategies that brought it to life for riders, city stakeholders, and Lime employees.
Eventbrite
Experiential Strategy
Event Design
Community Building
Creator Growth
Shaped experiential strategy for Eventbrite’s global RECONVENE Summit, guiding event creators through the post-COVID transition to hybrid and live gatherings. I defined an audience approach and programming structure for the experience, designed to foster community, inspire action, and activate creator growth, contributing to a more vibrant and resilient creative economy.
Verily
Experience Strategy
Brand Unification
Digital Vision
Health Innovation
Led discovery and experience strategy for Verily, Alphabet’s precision health company spun out of Google X, as part of a larger brand narrative unification. My work defined the foundational vision for their new digital platform, translating innovative yet complex offerings for a diverse stakeholder audience, ultimately enhancing understanding and access to precision health.
My Story
About Caleb Kramer
For over 15 years, I’ve partnered with visionary companies, from emerging start-ups to global market leaders, to navigate what’s next and build brands for a brighter future. My personal journey has taken me from the island of Taiwan and the American Midwest to New York City and, most recently, Los Angeles, California. These varied experiences continue to shape how I approach brand building with empathy, perspective, and strategic imagination.
As a Brand Experience Strategist, I craft immersive brand worlds grounded in deep research and human insight. My practice blends the curiosity of an academic with the entrepreneurial spirit of a builder, translating complex challenges into clear narratives, journeys, and touchpoints. These worlds take people places and unlock sustainable growth, because tomorrow’s leading brands don’t just tell stories. They build worlds people want to live in.
For over 15 years, I’ve partnered with visionary companies, from emerging start-ups to global market leaders, to navigate what’s next and build brands for a brighter future. My personal journey has taken me from the island of Taiwan and the American Midwest to New York City and, most recently, Los Angeles, California. These varied experiences continue to shape how I approach brand building with empathy, perspective, and strategic imagination.
As a Brand Experience Strategist, I craft immersive brand worlds grounded in deep research and human insight. My practice blends the curiosity of an academic with the entrepreneurial spirit of a builder, translating complex challenges into clear narratives, journeys, and touchpoints. These worlds take people places and unlock sustainable growth because tomorrow’s leading brands don’t just tell stories. They build worlds people want to live in.
Let's build
brighter together.
Let's build
brighter together.
Let's build
brighter together.
Field notes from
the next economy
Stay up to date with curated briefings from the edge of brand, experience strategy, and the next economy.
Field notes from
the next economy
Stay up to date with curated briefings from the edge of brand, experience strategy, and the next economy.
Field notes
from the next
economy
Stay up to date with curated briefings
from the edge of brand, experience
strategy, and the next economy.