https://www.michaelcjoneill.com/home daily 1.0 2026-04-13 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531602084913-8KWBOUZZZGV7EQZO6YAY/docmartens.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531611045563-LEPR1AKFBTMCIASBZIOV/gray.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531611077911-OGJWIUCRAAYCZA2UTZJ1/duvel4.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531713188492-UAN3IL6AKYOLOSG3HMTZ/blukicks.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531729971610-050WH5ON8RKV0G4HMXZ5/dripdropbg.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531798102808-FENCH9QV9H41RCS9DZ84/hoka.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531798128363-I50QNFUBCGIJTBBUMNCF/dripdrop2.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531806729191-116CW14BGWZM7T778942/teva2.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531840199432-Z547GNIHLN55MNY8NKN2/adidas5.jpg HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1558564447191-8ZUYBORIUOL7ES3PXM97/BLACK%252BBACKGROUND.jpg HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1543240780515-X51J10W8MD6ETXF7JMLQ/image-asset.jpeg HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531726716090-QXIEG9U99H3PRZWCEW98/duvel_bottles_2.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531712449698-BEN8E049YTKKVYKCV2QJ/M_Cavu-CRBC_1.jpg HOME - Product Naming See More https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531710729110-KAM0G1AUKKYLT9J1E1JH/JIMIwallet_thumb.jpg HOME - Jimi Product and Packaging Design Jimi Wallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531714225673-KTFCU8WRJA476VPE7F0V/eurostyle.jpg HOME - Paceline Eurostyle Chamois Butt'r Packaging Design Paceline Eurostyle Chamois Butt'r https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531799693112-RUU4RH3L4ID0RVA2J7LV/4ct+BERRY.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531852433300-ATV4JEJ9S5R94OOQFDEC/jiminasa2.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531802953974-B5VQUIOY8FEAWV390SRB/teva_2.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531869203921-7GJWUK85T9YXMDJMPSXC/docmartens_oxblood_5.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531799298421-9B0ESDVTF1VSRQZGIL2C/W_Mach_WHHB_1.png HOME https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531798273470-XDYB2W3XIQH0AY8KWR6H/bk2.png HOME https://www.michaelcjoneill.com/duvel daily 0.75 2025-04-11 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531802077145-PDTENAWRYUP0SIV55LXD/duvel-header.jpg Duvel Urged family owners to redesign bottle label and employ more approachable, friendly tone throughout communication vehicles, while bringing out Duvel’s unique personality. Created educational website, trade print ads and designed in-bar promotions and sampling drive with design partner. Leveraged Belgian beer heritage, artistry and ritual to create an accessible, non beer-snob experience. https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518309885-RMMXW2LGFCZUAUM5TCFL/Duvel+Packaging.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531717493978-MRCY4GYPY28UUSBHN9J3/duvel.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518302614-EEHXEAXU4MX5R18RV752/Duvel+New+ads.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518314779-SF67LLZXP06DLZRK4TSP/Duvel+NY+Postcards.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518303147-WMMT2OQ607TSORPN8C70/Duvel+Gen+Ad.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518312255-R9ITH1BHL78Q6XKQ7Q1E/Duvel_beer+brewing.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518314715-ZSNDWB4YVGK3TFUJDS59/Duvel_heritage+bel+beer.jpg Duvel https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531518316247-YD4HL1Q1MQFKZTBQJ8E9/Duvel_life+different.jpg Duvel https://www.michaelcjoneill.com/new-page daily 0.75 2018-07-15 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531609514393-RZ8XQQ7IX0OOHGDSS20G/W_Mach-HCJB_1.jpg Product Naming — Hoka https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531609592802-K18DRJO0TOEUJ9QQZ3VK/M_Elevon-CSBLC_1.jpg Product Naming — Hoka https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531609648856-8TGV35HEKCCFPLITS0AV/M_Cavu-CRBC_4.jpg Product Naming — Hoka https://www.michaelcjoneill.com/dripdrop daily 0.75 2019-02-04 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531801333405-6Z9ZLNQ4H6YS2BQES8XF/dripdrop-header.jpg DripDrop Built internal ad agency with full-time staff and contractors. Led creative development to evolve identity and packaging, defined key messaging, and managed marketing of Association of Volleyball Professionals sponsorship. Created a full range of distinctively branded marketing and advertising materials from in-store and promotional items to print and TV commercials. All with a very frugal budget, and all within one year. Sales tripled during my tenure. Implementation brand strategy across pay grades, personalities and disciplines. https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716625675-CJEET7VBVJ1IGIZKP1XP/Acr44383974095808-257921.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531875293989-LSXPV1K4L6VW1UCT502Q/dripdrop+travlers+friend+print+cropped.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531876192099-J830MEUJ12VW1X3VATCA/Scott+Frandsen.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716627438-FWP0GXPIQFMRKVZY03D8/Acr44383974095808-3271127.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716631026-W2LV29XYQUVX2JRFJ3MD/Acr443839740958082663623.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716613510-N6YTYSEDONRB6EF9HMH1/1.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716631848-K0HS7DH534G9Q5IG1FE4/Acr44383974095808707432.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716625900-Y86BCH5GQBLG91Q6PC3N/Acr44383974095808-195317.jpg DripDrop https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716627533-LNYR5LXAWT6EXLSRIRAZ/Acr443839740958081049825.jpg DripDrop https://www.michaelcjoneill.com/teva daily 0.75 2018-07-18 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531801810963-YKFDYILOH9QFAOGVOUS6/teva-headerj.jpg Teva Our small agency recognized and then created work to meet the sea change in the NEW outdoors. Personally generated a robust brand brief that influenced product development, strategic direction and creative work. Helped company populate a marketing dept., announce the brand’s vitality through messaging and became agency of record. https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531839705192-ACC7M2UY7WVGSF2PJ0KG/TAO.jpg Teva https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531839705107-6FRKFSZGVJGHHFX3F1X1/CAVE.jpg Teva https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531839705945-DMMDEBBO9XRGE2ZN7G18/WICK.jpg Teva https://www.michaelcjoneill.com/hoka daily 0.75 2026-04-13 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531801130699-HXXXRXJVHUA0JZSFNK7V/hoka3.jpg HOKA I helped shape the current HOKA brand alongside Lee Cox (VP Sales and Marketing) during a period of rapid growth from $60M to $600M, establishing a distinct tone of voice and re-grounding the brand in its origin story. Following a company-wide listening tour, I worked across the organization to bring clarity and consistency to brand decisions, from strategy and briefing through to consumer interpretation and product naming, ultimately acting as a brand steward as the company scaled. I led creative direction for HOKA’s key global partnerships, including IRONMAN and UTMB, overseeing work from initial vision and strategy through to final execution across teams and organizations. https://www.michaelcjoneill.com/drmartens daily 0.75 2018-07-17 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531800756276-UFJYNWUMR5VK0IBUBEV8/docmarten_4x6.jpg DrMartens After a plethora of store visits and retailer conversations regarding the main brand, we undertook work site interviews and desk research to identify the target audience and the factors effecting purchasing behavior for the work boot. We established there was a stink to this brand for our young, male target audience. The once new-wave music cool/gritty brand was now available in pink and being worn by tween girls. The brand no longer had appeal to them. We stripped the brand back to its studs to identify its core values, and undertook finding their place in the modern industrial workplace. We created a print campaign entitled Lucky Bastard. Based on the idea of good-humored envy of the workmate who landed the cushy job (like a carpenter friend of mine who got to work on the MTV Beach Party), it also has a British cheekiness to it. And the boots worked (anti-static, waterproof, ESD, toe-protected, OSHA approved), so you’re a lucky bastard to be wearing them. We also created a series of colorful in-store posters for retailers that were a pastiche of vintage worksite posters promoting safety in the workplace. https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531759872347-XJRXF0QXS6ILKI31SFOH/LB+1.jpg DrMartens https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531759873325-QM5WDY5O2HI5C57NGM6U/LB+2.jpg DrMartens https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531759874909-CLYJJLI3EF4SU6OM57JV/LB+3.jpg DrMartens https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531759874912-RQ4QFLOEMLPHUL1CDJQ0/Smart.jpg DrMartens https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531759873253-ZWXVF3D1KR56NL7XFPTG/Gets+The+Job+Done+Contrasty.jpg DrMartens https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531759875581-OF8Z5ACJF2GMTRH7JLF5/Works.jpg DrMartens https://www.michaelcjoneill.com/blukicks daily 0.75 2025-07-18 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531839921204-A297B9F96F8LZ0QGI979/blukicksheader.jpg BluKicks Created a unique personality, tone of voice and visual representation of the brand's core values with the moniker "The Official Shoe of Playing Hookie." Given crowded footwear marketplace, I encouraged a strategic distribution model concentrating on boutique and exclusive retailers such as Colette Paris, Nordstrom and Ritz Carlton spas as showcases, with the majority of sales coming through DTC. Given limited budget, I concentrated resources on a few, but high value assets such as high quality photography, strong PR agency and seeding with our hand dyed and printed promotional items (Bags, T-Shirts, Look Books) https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715856457-71C3SDTSXI2KWYVDG3D9/_6897367638.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715539761-KZ0PWOTX26QP3BUVD2A3/BK+CATALOG+2014+SS+%281%29_Page_1.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715539869-S4YTEI03OKEG2660SSDQ/BK+CATALOG+2014+SS+%281%29_Page_2.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715540520-KSVKTSBG28XQZQMOAZRA/BK+CATALOG+2014+SS+%281%29_Page_3.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715651738-6Y9GHBMH1Z8AQ4XFZPJ0/BK+CATALOG+2013+SS+%281%29_Page_1.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715651881-TBARPN4RNEH01IXC33PH/BK+CATALOG+2013+SS+%281%29_Page_2.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715652422-3COYASYW8KX22LQVT81F/BK+CATALOG+2013+SS+%281%29_Page_3.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715854086-S49GPDXOD433A76FORU0/_0120388446.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715858727-G8KNA8X2LU3UDANIOOIN/_9113020093.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531715856902-6RYRNDB2BWX8RHC0D7SD/_8607956245.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531795313989-CS5U45MKB8C0PYTYU2AA/MPS-Sole_1024x1024.jpg BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716167172-JQH3CNBCPL9TKD18MA4T/glamour.png BluKicks https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531716167730-XEZN7E8T9QFXTQ0SHVQM/redbook.png BluKicks https://www.michaelcjoneill.com/jimiwallet-1 daily 0.75 2023-08-01 https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531802532852-60D7PFI32T3ODEUK6Z64/jimi-header.jpg JimiWallet Designed, manufactured, marketed and retailed a patented remake of the traditional wallet. Sales of which hit $0.5M in year two. Marketed solely through publicity, word-of-mouth and seeding with outdoor athletes, cyclists and snow sport enthusiasts. And Cameron Diaz. Award-winning: Forbes Small Business competition semi-finalist; selected to be part of the California Design Biennial alongside Apple and HP, and part of a curated design collection at the Cooper Hewitt National Museum of Design. https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531853041526-BLXRYBUW2N1TJFYUM3CV/jiminasa2.png JimiWallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531853060104-Q4IBGT4653EB8UFKRYNK/Pink_Jimi_Wallet_Angle_300dpi.jpg JimiWallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531728864762-JWIX6HUNME7IB26ZVIVY/CLIPPER+PEPSI+511.jpg JimiWallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531728755984-XQWH5MDTFDCKQDV9PHGU/The+Wallet%E2%80%A6_high_res+SMALLER.jpg JimiWallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531853057534-Q33Q9ZMSAR47HJX3GU4O/CycleJerseyJimi_4.jpg JimiWallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531853047953-OBNS248UD0G7Q4DJR4VJ/Impress+Card+Side+by+Side.jpg JimiWallet https://images.squarespace-cdn.com/content/v1/5b40f1ea45776edc23dae943/1531853057067-QFHFDHT97D9FTZ8HA1IH/Jimi+Original+Booklet.jpg JimiWallet https://www.michaelcjoneill.com/photo-source daily 0.75 2018-07-18