New Zealand’s Icebreaker apparel company has historically never used outside creative agencies.

Over the course of several projects, however, Mr. Moritz was commissioned to develop a variety of brand strategy and creative strategy to help the CMO sell the vision to the board and C-suite — as well as inspire and guide Icebreaker’s internal marketing teams. Below is a sample of these works ranging from blue sky manifesto to product specific launch ideation to the original territory thinking that led to the company’s current “Move to Natural” brand positioning.

Brand Manifesto

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Creative Exploration

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Launch Positioning

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Case Study + Recommendations

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