Reimagining a 100-year-old brand for the #MeToo era.

 

Miss America 501(c)3

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In the wake of a public scandal, I was brought in to help reimagine the nearly 100-year-old Miss America Organization at a moment of profound cultural reckoning. Working closely with Gretchen Carlson, the organization’s newly appointed chairwoman, and a newly formed board, the task was to fundamentally redefine what Miss America stood for and how it showed up in the world.

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The work went far beyond cosmetic rebranding. We helped establish a new mission, vision, and values rooted in dignity, opportunity, and empowerment. Strategic recommendations included removing the swimsuit competition, redefining the DNA of the annual telecast, and modernizing the scholarship program to better reflect the accomplishments and ambitions of the women who participate. The goal was to shift perception from outdated spectacle to a credible, purpose-driven platform.

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Through deep stakeholder interviews and rigorous brand analysis, we uncovered persistent cultural misconceptions about Miss America contestants and used those insights to reposition the organization around the intelligence, leadership, and impact of the women themselves. The result was a clearer, more inclusive brand foundation that aligned with the cultural moment and set a new path forward.

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Contributions: 

• Authored mission & vision in partnership with the new Board

• Stakeholder interviews and cultural insight discovery

• Brand Asset Valuator analysis and positioning strategy

• Full rebrand and brand system definition

• Creative briefing and direction across website, film, and digital

• Redefinition of scholarship program criteria and inclusions

• Reimagining of annual telecast programming and direction

 

Agency

Young & Rubicam New York

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Recognitions:

• Cannes Lions Bronze PR

• Cannes Lions Shortlist Glass The Lions for Change

• Cannes Lions Shortlist Experience & Activation​​​​