Brand

Bishop+Rook

 1024 683 Michael Kraabel

Bishop+Rook Trading Co. specializes in the import, restoration, and bespoke building of vintage Land Rover Defenders.

Introducing Bishop+Rook

We specialize in sourcing, importing, and building vintage Land Rovers and Heritage Land Rover Defenders. We aim to ensure each vehicle we source or build retains its unique character, whether it’s an unrestored classic with original patina or a complete nut-and-bolt restoration.

With years of experience in the industry, Bishop+Rook has become one of the most recognized companies in the world for creating truly unique and classic Land Rover Defenders. We maintain operations in the US, UK, Spain, and sourcing operations through the entire EU to ensure a steady supply of interesting and unique Defenders to bring to the market.

The Brand Story

Since the beginning of the company, we have ventured to bring our customers along with the journey. We publish an extensive amount of material to help guide prospects through the adoption process.  We show what takes place behind-the-scenes in the workshop, believe in radical pricing transparency, and offer support to anyone considering owning a vintage Land Rover.

The company was started in late 2014 as a passion project but evolved and expanded over the years to become a leading full-service Land Rover Restoration company – with workshops worldwide.  We continue to maintain our status as an employee-owned company over the years – knowing that true craftsmanship can only come from hands-on work completed in our own workshops.

Stratasys – Rebrand

 1024 683 Michael Kraabel

Led an effort to rebrand one of the pioneers in the additive manufacturing and 3D printing industry.

STRATASYS

Global Rebranding

The Challenge

In a time when 3D printing was hitting mainstream news and investors were looking at the category with greater interest, Stratasys lacked a cohesive brand story and vision. My team lead a global strategic analysis that ultimately led to the recommendation to rebrand and align all divisions under a new unified brand system.

The Solution

My team developed an entirely new brand system, story, go-to-market strategy, and vision for the 3D printing market.

Brand Line:

The 3D Printing Solutions Company.

Purpose:

We shape lives by revolutionizing the way things are made.

Position:

Stratasys is the trusted leader in innovative 3D Printing and manufacturing solutions that empower individuals and organizations to transform the way they imagine, design and make things.

Pace Labs

 1024 576 Michael Kraabel

Had the absolute pleasure to work with one of the most important unknown companies in the world to develop a comprehensive brand platform.

BRAND PURPOSE

Inspired to Protect

Inspired to the leave the environment, your health and your business better than we found it.

Challenge

Pace Analytical, also known as Pace Labs, is a company specializing in environmental and life sciences testing services. They provide a wide range of analytical testing services to support environmental investigations focused on air, water, soil, waste, and other matrices. Pace Analytical is known for its state-of-the-art laboratories equipped with advanced technology and staffed by experienced scientists and technicians.

Solution

Pace Analytical challenged me to develop a comprehensive brand platform that would unify their service and present a clear and concise message to the marketplace. This was designed to Build Trust and Credibility, Connect with Clients on a Deeper Levels, Enhance Employee Engagement and Pride, Facilitate Clear and Consistent Messaging, and Support Long-Term Growth and Adaptability.

Importance of Brand Foundation

Differentiation in a Competitive Market: The environmental and analytical testing industry is highly competitive. A strong brand story helps Pace Labs stand out by highlighting its unique strengths, expertise, and the value it offers to clients. This differentiation is key to attracting and retaining customers.

Building Trust and Credibility: In an industry where accuracy and reliability are paramount, a cohesive brand story can establish Pace Labs as a trustworthy and credible choice. It reassures clients that they are working with experts committed to quality and precision.

Connecting with Clients on a Deeper Level: A compelling brand story goes beyond just marketing products or services; it connects emotionally with clients. By communicating its mission, vision, and values, Pace Labs can foster a deeper connection with its audience, which is essential for long-term customer relationships.

 

Enhancing Employee Engagement and Pride: A well-articulated brand story can also boost internal morale and engagement. Employees who understand and align with the company’s purpose are more motivated and take pride in their work, leading to better performance and employee retention.

Facilitating Clear and Consistent Messaging: With a cohesive brand story, all marketing and communication efforts become more streamlined and consistent. This clarity ensures that every piece of communication reinforces the company’s core message, making marketing efforts more effective.

The Importance of Safe

Inspired to Protect

Inspired to the leave the environment, your health and your business better than we found it.

TRUTH

Data is truth and truth is powerful. Sound science is more important now than ever.

INTEGRITY

Results you can trust. Committed to our values and yours.

INNOVATION

Always learning and improving. Never losing our values.

PARTNERSHIP

Working together with trust and transparency.

Environmental Science

Protecting the environment

Life Science

Protecting your health

Scientific Professional Services

Protecting your business

MANIFESTO

When we started this company, we believed that data mattered.
Data is truth.
Truth is power.
And sound science is the root of it all.
40 years later, this is more true than ever.
Pace Analytical is not just committed to protect our people and our planet.
We’re inspired.
Because we see what’s possible when the right information is in the hands of the right people.
We’re inspired to protect the environment.
Inspired to protect your health.
Inspired to protect your business.
We do it because finding truth right thing to do.
And you can trust us to do it the right way.

Stratasys Anthem

 1024 576 Michael Kraabel

Wrote, Directed, and Edited a new anthem spot to introduce the newly launched Stratasys brand to the world.

The 3D Printing Solutions Company

Challenge

Stratasys, the leader in 3D printing and additive manufacturing, had recently undergone a significant global rebranding to unify its diverse divisions. This pivotal moment calls for a compelling narrative that reflects our new, cohesive identity and resonates with our market. The company needed to craft a story that captures the spirit of Stratasys’ transformation, showcasing the innovation and connecting with their audience as they embarked on this new chapter.

Solution

In addressing Stratasys’ global rebranding, we developed a script that intricately wove together the unique stories of each division, illustrating their collaborative efforts in advancing the industry and fostering innovation. This script was brought to life through an anthem video, crafted from diverse footage gathered during the brand anthropology and Distil workshop sessions. This approach successfully showcased the unified strength of Stratasys’ divisions, creating a compelling and inspiring narrative that resonated deeply with our audience and solidified Stratasys’ position as a leader in the 3D printing and additive manufacturing industry.

Inner Explorer

 1024 819 Michael Kraabel

Developed a targeted media campaign focused on travelers seeking a more active vacation experience in a tropical environment – highlighted by real-world adventures.

We are Dominica

Dominica is beauty unspoiled. Culture preserved—a diver’s dream and hiker’s paradise.

Dominica is the trailhead to adventure and discovery, unlike any other Caribbean
destination.

Dominica features volcanic peaks, boiling waters, and underwater champagne springs.

Sparkling waterfalls, rushing streams, and rainforest canopies. On Dominica, we
celebrate music, art, and flowers.

We call ourselves The Nature Island. Not just because we believe it but because we have earned it. And once you step foot on our shores, you’ll forever be transformed.

We’re inviting you to discover your inner explorer.

Challenge

Dominica is unlike her neighboring islands. She does not have mega-resorts, white sandy beaches, late-night discos, and adult entertainment.  She is a calm, natural paradise suited only for those with a sense of adventure.  While most people look to the Caribbean for a relaxing vacation, we were challenged to develop a campaign that would appeal to those with a more active experience in mind.

Solution

We wanted to showcase the Commonwealth of Dominica’s distinct allure: its rugged landscapes, rich cultural heritage, and diverse ecological wonders. This campaign needed to transcend conventional Caribbean tourism tropes, highlighting Dominica’s appeal to those who crave adventure, cultural immersion, and ecological exploration. The goal was to connect with individuals who value authenticity over luxury, and who are eager to explore the road less traveled.

Discover Adventure

Discovering Your Inner Explorer means leaving the chaos of the world behind and
renewing your sense of adventure.

Come hike our mountains, explore our beaches, and discover what it feels like to get
back to nature again and what it feels like to find your sense of place.

Drink in the fresh air.
Feel the smooth sand beneath your feet.
Stand in amazement at the natural wonders of the world.
Recharge your body and mind.
Change your perspective on life.

Uniquely Natural. Naturally Unique.

A rich tapestry of lush rain forests, rivers and waterfalls, with volcanic wonders on land and under the sea. The people of Dominica welcome you to share the beauty and tranquility of “Nature’s Island.”

To discover the rich culture of the people. An enriching Eco tourism experience. The physical challenge of extreme adventure. Or the serenity of a secluded spa retreat. When you discover Dominica, you discover yourself – and a Caribbean experience like no other.

We invited explorers to come to experience the true wonders of nature. Hike from the tips of the water’s edge to the highest peak on the island and declare their renewed love of life. Challenge their bodies, minds, and spirits to let go of the outside world and allow themselves to be transformed.

We used film and photography assets from a group of travel influences who were invited down to participate in the Dominica Film Challenge. We tagged the original travelers in both digital and print media, allowing prospective adventurers the opportunity to research and investigate the real people behind the photographs and the experiences. Primary photography by Sarah Lee and Alison Teal – an adventure travel team from Hawaii and Southern California.

3D Systems – Medical

 1024 683 Michael Kraabel

Worked closely with 3D Systems Medical Divison to develop a campaign to support their field marketing, tradeshow, and lead generation programs.

Lyric

 1024 576 Michael Kraabel

Developed a digital-first go-to-market strategy for Honeywell’s new line of revolutionary Wi-Fi connected Lyric Thermostats.

The Challenge

Honeywell faced a growing challenge from Nest, disrupting the home thermostat space, using connected technology and a sleek modern design.  We were challenged to deliver a compelling digital-first launch campaign to put Honeywell back in the lead.

The Strategy

We developed a comprehensive digital strategy, leading the Honeywell internal marketing and product teams through my Distill workshop methodology to get alignment, uncover insights, and develop a comprehensive plan to bring the new product to market.  Following the roadmap, my team developed an ecosystem of marketing assets and tools, including digital media, social content, channel support materials, website, support/install videos, and more.

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Honeywell

 1024 683 Michael Kraabel

Stratasys

 1024 683 Michael Kraabel

After extensive research and a global rebranding project, I was commissioned to develop a brand anthem to help introduce the newly combined company to the world.

Build MN

 1024 576 Michael Kraabel

Developed a strategy and brand to recruit more people into the construction trades. Today more than ever, America needs men and women who will build. The current labor shortage in the building trades is projected to grow, which means those who join the trades will be paid more, receive more benefits and enjoy better lifestyles than at any other time in history.

Challenge + Strategy

We partnered with BATC – a local building association – to develop a long-term strategy and campaign to recruit more young men and women into the construction trades.  The strategy was focused on highlighting the potential for career and skill growth with young men and women who wanted more freedom and independence in their job choices.

Brand Creative

We developed a brand that would resonate with the audience and show a sense of pride in their choice.  The Build MN brand was designed to showcase how by being a part of the trades, you’re giving back to the community you’re part of. We focused on the team aspects of construction crews and how bonds are formed in these units.  The website, social media, and event outreach was all focused on highlighting the data that most of these young people didn’t know about the construction trades.

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