FINDING ROADS TO GROWTH
2015 | MICHELIN DESIGN GROUP
While interning with Michelin North America's Design Group, I started a self-initiated conceptual project to find growth opportunities for the Michelin brands. By leveraging competitive market research and internal brand analysis, I was able to make informed, strategic product proposals as solutions for Michelin and BF Goodrich's individual growth needs.
To follow up on these proposed solutions, I opted to explore the near term possibilities with the BF Goodrich brand. I developed a concept straddling the categories of Driving Accessories and Adventure Gear, aimed to allow enthusiasts to build upon and share their relationship with the brand.
In October 2015, two months following my presentation of this work to key stakeholders and senior management, Michelin purchased trademark rights to use the BF Goodrich name on products beyond tires.