Ken Quinn
Brand Architect · Pacific Northwest National Laboratory
Seattle, WA
In My Own Words
Former REI and SmartWool Brand Strategist
expert in brand positioning, go-to-market strategies, assortment planning, content mapping and brand narrative platforms
I've had the good fortune to accumulate a solid, yet diverse background in the world of brand strategy and design. I thrive on brand challenges and genuinely love what I do. I intend to push the boundaries of brand development as long as the work pays dividends for clients and partners. For over 20 years, I’ve provided companies cultural direction, marketing synchronization and brand clarity. I'm proud to have worked with stellar brands such as Coca-Cola, Amazon, AT&T, Sony, Harley Davidson, Caterpillar, Samsung, Bell Canada, Microsoft, FedEx, SmartWool, REI, and GE. I'm equally proud having worked with incredible agencies as well as helping start-ups discover their brand footing. In 2002, I co-founded a boutique strategy/design firm that focused on web design and digital video. Our success was evident when we were profitable in our first year and referred to as a "company packed with creative thinking" by the local newspaper. This experience provided me with invaluable managerial skills. Following my time at the boutique firm, I joined VSA Partners as a brand strategist, where I led brand assignments for both Fortune 500 companies and start-ups. My contributions helped elevate VSA’s reputation as a world-class brand/design firm, providing me with the opportunity to test my skills on a global stage for five years. In 2012, I moved to Seattle and became a founding strategist at POSSIBLE, WPP's global digital agency. There, I grew a Fortune 20 client to nearly $10 million in annual billings and expanded the team to 12 within the first year. Subsequently, I became the Brand Strategy Director at 50,000 Feet, where I spearheaded the implementation of the firm’s strategic philosophy, serving as the representative of the firm’s strategy arm for heritage and growth accounts. In 2017, I joined REI’s brand lab to build their in-house brand strategy capabilities and led the strategic framing for REI’s full price and sale event go-to-market campaigns, which drove $1.2B+ in sales, leading to record brand equity and sales event performance. I’ve served as advisory board member for Active Transportation Alliance where I led a re-branding campaign. I also guest lecture at the university level. My work has earned golden and silver Addys, ARC Awards, Graphis Awards and has been listed in AR 100. Outside my practice, I value spending time with my wife and 100lb Golden Doodle (Charlie) - particularly outdoors: snowboarding, backpacking, or cycling. I currently have an educational pursuit to be a French Wine Scholar.
Work Experience
Brand Strategy Team Lead
Pacific Northwest National Laboratory2024 – Present
Driving brand strategy across the research institution by translating complex science and technologies–including Energy Grid Resilience, Cybersecurity, Quantum Computing, AI Assurance, and Predictive Phenomics–into clear, compelling messaging frameworks and brand narratives. • Shaping the Lab’s brand narrative and institution-wide communication priorities grounded in cultural, customer, competitive, and organizational insight • Designing a unified messaging framework that aligns a 176-person communications team and 6,000 employees through direct collaboration with directorate SMEs and Lab leadership • Repositioning the Lab Agenda as an annual storytelling platform that elevates the institution’s voice and relevance
Lead Brand Strategist
Ken Quinn Consulting2023 – 2024
Collaborated with agencies and clients nationwide across multiple engagements focused on brand definition, brand architecture, and go-to-market strategy. Clients: Formative, Mercury Creative, Love Communications, GreenRubino, and others Projects: Visit Utah, Amazon Climate Pledge, Macy's, Brighton, Delta Dental, LifeLong, PMI, Pepsi • Spearheaded brand strategy and multi-year planning for Visit Utah, orchestrating multi-agency efforts that exceeded tourism growth goals and streamlining regional efforts for a unified, brand-led state platform • Authored the messaging framework for Amazon’s Climate Pledge, aligning brand posture, value proposition, and proof points with key stakeholder priorities • Facilitated brand platform workshops with B2B and non-profit clients to map value proposition, brand essence, brand values and GTM messaging strategies
Senior Brand Strategist, REI Brand & Marketing Communications
REI2017 – 2023
Led brand strategy for REI’s national marketing campaigns, shaping the brand’s point of view and narrative across seasonal, social impact, and new business launches, contributing to record-setting brand awareness and affinity scores. • Built go-to-market and “Opt Outside” campaign postures that consistently exceeded growth goals and streamlined marketing approval processes, saving hundreds of hours annually • Defined the brand voice and strategic POV across all nine activity categories, transforming REI’s customer messaging, lifecycle outreach, and merchandise assortment strategies • Created strategic positions and creative briefs for Rentals and Used Gear platform launches, resulting in 1M+ used items sold in the first year and surpassing non-member conversion targets • Developed REI’s annual brand narratives, supporting Forbes 2023 #1 ranking as “Best American Brand for Social Impact”
Director of Brand Strategy
50,000feet2014 – 2016
Directed the implementation of the firm’s strategic philosophy across heritage and growth accounts, while leading narrative development, brand architecture, and positioning for clients, including multiple Fortune 500 brands. • Led development of FedEx’s brand architecture for a reverse logistics acquisition, delivering co-branding workshops and brand solutions that earned C-suite endorsement and account growth • Guided messaging and repositioning strategies for Haier, Sony Sound and MasterCard’s mobile payments platform to sharpen market differentiation, support market entry, and accelerate product adoption • Strengthened client partnerships and increased firm revenue, contributing to Inc. Magazine’s 2015 list of the ‘Fastest Growing Private Companies’ in the United States
Associate Director of Strategy
POSSIBLE2012 – 2014
Served as lead brand strategist for Fortune 50 accounts at WPP’s global digital agency, guiding cross-platform brand and campaign strategy for Samsung, Coca-Cola, AT&T, Amazon, Microsoft, and others. • Grew the AT&T account into the agency’s largest, most profitable account ($10M+), earning top client satisfaction scores and funding 12 new team hires • Directed creative strategy and briefing for Samsung’s premium monitor line, resulting in YouTube and Addy awards • Managed and mentored a five-person strategy team that consistently delivered for the client and won new business
Brand Strategist
Ken Quinn Consulting2009 – 2012
Clients: Razorfish, VSA Partners, Aon, Hornall Anderson, CMG Partners, Brand Labs, Avenue, ZAAZ, 50,000 Feet. Projects: Papa John’s, AT&T, School of Rock, SmartWool, Microsoft, Clearwire, Boeing, PerfectServe, Aon & Manchester United. • Shaped the strategic foundation for SmartWool’s global brand book, ensuring messaging consistency and clear product architecture across international markets • Pioneered the “Be.Do.Say” brand philosophy, implementing it across agencies and client partnerships • Developed the strategic playbook for Microsoft’s “Art of Touch” experiential campaign, inspiring global participation in the world’s largest digital art piece and driving full-capacity in-store events • Delivered guest lectures on brand strategy at trade events and universities in the U.S. and New Zealand
Brand Strategist
VSA Partners2004 – 2009
Led high-impact brand strategy engagements for the acclaimed brand firm, partnering directly with C-suite leaders worldwide for clients including Caterpillar, Bell Canada, GE, Harley-Davidson, Sappi, and Citadel. • Conducted in-depth research and analysis to uncover provocative brand insights, fueling differentiated strategies and inspiring creative teams with sharp, insight-driven briefs • Developed the strategies for Harley-Davidson, Avery Dennison and Bell Canada’s award-winning annual reports, strengthening multi-year client partnerships and expanding brand assignments • Laid the strategic foundation for Caterpillar’s global brand campaign ‘Making Progress Possible’, shaping regionally relevant messaging across global markets • Shaped content strategy and architecture for GE.com, widely recognized for its pioneering, magazine-style digital format • Defined the brand blueprint and portfolio strategy for Sappi, which the CEO credited with driving a profitable turnaround and securing a $2M+ annual partnership with the firm
Co-Founder, Principal Strategist
WMQ Strategic Studio2002 – 2004
Co-founded a boutique strategy/design firm specializing in web design and digital video. Noted by local media as 'a company packed with creative thinking'.
Education
Bachelor of Applied Science - BASc
Northern Arizona UniversityMaster of Business Administration - MBA
University of MontanaThesis: Brand Management in the Shift in the Nature of Knowledge. This paper studies the 'shift in the nature of knowledge' and its consequences in shaping brand management practices. New communication revolutions have transformed how people access information, leading to a shift in the consumer-business dynamic. The change in information flow from controlled to unbiased sources has influenced how people react to - and experience - brands.