Brand Experience Strategy
For The Next Economy
Brand Experience Strategy For The Next Economy
Building worlds that move people.
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 that move people emotionally and into action. These brands invite us into immersive, living worlds that are both unique and unforgettable. For leaders and makers shaping the next economy, mastering world-building is essential to connect more deeply, grow more intentionally, and create a future that's 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. Guided by Project Carta, my intelligence practice, this process combines investigative research with editorial storytelling to identify what matters and shape it into narratives, experiences, and touchpoints that create lasting value. These are the interconnected building blocks of every brand world.
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.
Intelligently Enhanced
Blends emerging AI tools with 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 Partners
Leaders shaping the next economy
Scaleups & Enterprise
Evolving brand experience to sustain growth at scale
Agencies & Studios
Providing strategy leadership on pitches and projects
Venture & Startups
Establishing brand foundations and go-to-market strategy
My Work
Brand worlds in action
My work with leaders and teams shaping the next economy spans health & wellness, smart mobility, sustainable lifestyle, and consumer technology. Each project showcases different facets of building a brand world, from defining foundational narratives to crafting distinct experiences and touchpoints.
iFIT
Brand Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 Positioning
Portfolio Architecture
Campaign Planning
Journey 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.
Patagonia
Go-to-Market Strategy
Community Activation
Journey Innovation
Emerging Tech Integration
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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
Audience Definition
Brand Positioning
Campaign Planning
Ecosystem Design
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
Audience Definition
Community Activation
Journey Innovation
Creative Guidance
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
Audience Definition
Journey Innovation
Content Strategy
Ecosystem Design
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 helped visionary companies, from emerging startups to global market leaders, build brands that meaningfully engage and unlock growth. My journey from Taiwan and the American Midwest to New York City and Los Angeles has taught me to see the world from multiple cultural vantage points, a perspective that allows me to discover new patterns and possibilities.
As a brand experience strategist, I craft immersive worlds grounded in deep research and human insight. I combine the curiosity of an academic with the entrepreneurial spirit of a builder, translating complex challenges into clear narratives, systems, and touchpoints that create lasting value and connection. Because tomorrow's leading brands don't just tell stories, they build worlds people want to live in.
For over 15 years, I've helped visionary companies, from emerging startups to global market leaders, build brands that meaningfully engage and unlock growth. My journey from Taiwan and the American Midwest to New York City and Los Angeles has taught me to see the world from multiple cultural vantage points, a perspective that allows me to discover new patterns and possibilities.
As a brand experience strategist, I craft immersive worlds grounded in deep research and human insight. I combine the curiosity of an academic with the entrepreneurial spirit of a builder, translating complex challenges into clear narratives, systems, and touchpoints that create lasting value and connection. 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.