CAPTAIN
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CAPTAIN
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Create your
unfair advantage.
Create your
unfair advantage.
Create your
unfair advantage.
Create
your unfair advantage.
CAPTAIN is a strategic and creative partner for ambitious founders and executives in search of clarity, vision, and transformative growth.
We’re an eclectic crew of thinkers, makers, dreamers, and safecrackers, combining strategy, creativity, and craft to unlock new markets and move businesses forward.
Our aim is to make your brand terribly tangible.
CAPTAIN is a strategic and creative partner for ambitious founders and executives in search of clarity, vision, and transformative growth.
We’re an eclectic crew of thinkers, makers, dreamers, and safecrackers, combining strategy, creativity, and craft to unlock new markets and move businesses forward.
Our aim is to make your brand terribly tangible.
CAPTAIN is a strategic and creative partner for ambitious founders and executives in search of clarity, vision, and transformative growth.
We’re an eclectic crew of thinkers, makers, dreamers, and safecrackers, combining strategy, creativity, and craft to unlock new markets and move businesses forward.
Our aim is to make your brand terribly tangible.
Featured work
Featured work
Category Strategy
Roark
Brand Development
Vaya
Category Strategy
Roark
Brand Development
Vaya
Category Strategy
Roark
Brand Development
Vaya
Brand Leadership
Dunkin'
Brand Leadership
Dunkin'
Brand Leadership
Dunkin'
Launch Campaign
Viasat
Category Strategy / Website
Maavee
Launch Campaign
Viasat
Category Strategy / Website
Maavee
Launch Campaign
Viasat
Category Strategy / Website
Maavee
Category Strategy
Melin
Category Strategy
Melin
Category Strategy
Melin
How we see it
We believe the best companies
don’t compete. They create.
They don’t fight for attention.
They change what people are
paying attention to.
We believe clarity beats clever, that a sharp point of view is more powerful than a thousand features, and that category leads and brand follows.
We believe most categories are crowded because they weren’t built with intention. (Why choose to compete when you could create your own category, right?)
When you define the category, you define the rules. And when you own
the rules, you own the game.
Different wins.
Not random different.
Strategic different.
Category-defining different.
The kind of different that sticks with you.
We believe the future belongs to
the clearest, not the loudest.
To the ones who show up early
and name the thing.
And then own the thing.
This is why we exist.
To help brands own their categories.
To create unfair advantages.
To make brands terribly tangible.
This is CAPTAIN.
We believe the best companies don’t compete.
They create.
They don’t fight for attention.
They change what people are paying attention to.
We believe clarity beats clever, that a sharp point of view is more powerful than a thousand features, and that category leads and brand follows.
We believe most categories are crowded because they weren’t built with intention. (Why choose to compete when you could create your own category, right?)
When you define the category, you define the rules.
And when you own the rules, you own the game.
Different wins.
Not random different.
Strategic different.
Category-defining different.
The kind of different that sticks with you.
We believe the future belongs to the clearest, not the loudest.
To the ones who show up early and name the thing.
And then own the thing.
This is why we exist.
To help brands own their categories.
To create unfair advantages.
To make brands terribly tangible.
This is CAPTAIN.
We believe the best companies don’t compete.
They create.
They don’t fight for attention.
They change what people are paying attention to.
We believe clarity beats clever, that a sharp point of view is more powerful than a thousand features, and that category leads and brand follows.
We believe most categories are crowded because they weren’t built with intention. (Why choose to compete when you could create your own category, right?)
When you define the category, you define the rules.
And when you own the rules, you own the game.
Different wins.
Not random different.
Strategic different.
Category-defining different.
The kind of different that sticks with you.
We believe the future belongs to the clearest, not the loudest.
To the ones who show up early and name the thing.
And then own the thing.
This is why we exist.
To help brands own their categories.
To create unfair advantages.
To make brands terribly tangible.
This is CAPTAIN.
We believe the best companies don’t compete.
They create.
They don’t fight for attention.
They change what people are paying attention to.
We believe clarity beats clever, that a sharp point of view is more powerful than a thousand features, and that category leads and brand follows.
We believe most categories are crowded because they weren’t built with intention. (Why choose to compete when you could create your own category, right?)
When you define the category, you define the rules.
And when you own the rules, you own the game.
Different wins.
Not random different.
Strategic different.
Category-defining different.
The kind of different that sticks with you.
We believe the future belongs to the clearest, not the loudest.
To the ones who show up early and name the thing.
And then own the thing.
This is why we exist.
To help brands own their categories.
To create unfair advantages.
To make brands terribly tangible.
This is CAPTAIN.
Client Captains
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way. As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy."
Ryan Hitzel
Founder, Roark
"CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration."
Frank Flores
Founder & CEO, Vaya Hydration
"“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand."
Nick White
Founder of Sensa
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Greg Creed
CEO Taco Bell & Yum! Brands (former)
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way. As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy."
Ryan Hitzel
Founder, Roark
"CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration."
Frank Flores
Founder & CEO, Vaya Hydration
"“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand."
Nick White
Founder of Sensa
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Greg Creed
CEO Taco Bell & Yum! Brands (former)
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way. As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy."
Ryan Hitzel
Founder, Roark
"CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration."
Frank Flores
Founder & CEO, Vaya Hydration
"“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand."
Nick White
Founder of Sensa
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Greg Creed
CEO Taco Bell & Yum! Brands (former)
Client Captains
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way.” As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy.”
Ryan Hitzel
Founder, Roark
“CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration.”
Frank Flores
Founder & CEO, Vaya
“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand.”
Greg Creed
CEO Yum! Brands
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Brian McDonell
Founder & CEO, Melin
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way.” As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy.”
Ryan Hitzel
Founder, Roark
“CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration.”
Frank Flores
Founder & CEO, Vaya
“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand.”
Greg Creed
CEO Yum! Brands
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Brian McDonell
Founder & CEO, Melin
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way.” As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy.”
Ryan Hitzel
Founder, Roark
“CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration.”
Frank Flores
Founder & CEO, Vaya
“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand.”
Greg Creed
CEO Yum! Brands
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Brian McDonell
Founder & CEO, Melin
“It felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through DNA and the mutations fed by employees and consumers along the way.” As brands, we strive to be true to our first principles. It was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand strategy.”
Ryan Hitzel
Founder, Roark
“CAPTAIN’s expertise in brand strategy, visual identity, and creative direction laid the foundation for Vaya’s brand story, helping us focus on the 'why' rather than just selling the 'what.' They also established the framework for our packaging, digital presence, website messaging, and market positioning, helping solidify Vaya as the leader in premium hydration.”
Frank Flores
Founder & CEO, Vaya
“Success only comes from great teamwork and Chris and his team were integral to the success that we had at Taco Bell. Year after year of growth because the creative made the brand relevant and distinctive and lead to us to truly become a category of one iconic brand.”
Greg Creed
CEO Yum! Brands
“Chris’s approach is truly unique, and it’s clear he’s been refining and iterating on his strategy for a long time. He brought a valuable internal team perspective to formalizing our “brand house,” and we collaborated for months refining our framework. The results were exceptional, having an immediate and ongoing impact on my ability to manage and align my growing team.”
Brian McDonell
Founder & CEO, Melin
© CAPTAIN 2025
© CAPTAIN 2025
© CAPTAIN 2025
© CAPTAIN 2025