Reposition the OtterBox brand beyond hard protective cases.
Otterbox pioneered high-quality protection for digital devices, safeguarding Blackberries long before the iPhone era. Their range, from dry boxes to phone cases, became synonymous with dependable protection. Years later, Otterbox remains a market leader, with their Defender cases appealing to everyone from soccer moms to outdoor enthusiasts.
I joined the team after the Lifeproof acquisition, at a pivotal moment. Our goal was to diversify our product lines and shift the brand's focus beyond the iconic, but bulky, Defender case. This marked the beginning of a new chapter for Otterbox, aiming to broaden our appeal while maintaining our reputation for top-notch protection.
We introduced Strada with the tagline "Crafted Protection." This sleek case redefined premium device protection, setting a new industry standard for both style and durability.
The Symmetry case line emphasized design and creativity. We debuted a wide range of options, from cases featuring original street art to limited editions showcased at celebrity-studded media events. This approach blended protection with personal expression, appealing to style-conscious consumers.
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