Alex Anderson

The Twitter bird sign on the company headquarters

A brand strategy leader helping teams express themselves uniquely (& take themselves less seriously).

Who am I?

Hi there — I'm Alex Anderson. I'm a Principal at TRIPTK, a global brand & innovation studio. We partner with C-suite leaders at key inflection points to reposition or reorient for relevance and growth.

As a member of the executive leadership team for North America, my day-to-day is focused on the health of our team and efficacy of our work product as a studio.

Selected work

About me

With a focus on brand, innovation, and growth-strategy projects, I've led ambitious assignments in North America, Latin America, Europe, and APAC for early-stage startups and Fortune 50 organizations alike.

My work has been presented at the Obama White House and the Kennedy Center, and recognized by It’s Nice That, the New York Times, and Communication Arts.

I founded Good Measure, a pop-up creative agency that hosted community projects across the United States, and have lectured and critiqued for programs including SVA Design for Social Innovation, Accenture Liquid Studios, and the UH Bauer College of Business.

I think often of how to build community in my industry, and consider myself very lucky to work with kind and smart people.

TRIPTK case studies

Netflix consumer products concepts Netflix Developing an innovation pipeline to super-serve superfans
Stanley 1913 brand identity work Stanley 1913 Propelling a heritage brand through hype to enduring growth
Spotify podcast listening experience Spotify Applying advanced behavioral science to turn engagement into habit
The WeTransfer Emerging Creative Hubs Index on a laptop WeTransfer Building equity for the global creative community
A Dickies logo tattoo in progress Dickies Evolving an American icon for a new era of growth
A luxury hotel boardroom Marriott International Re-defining the future of global luxury experiences
Musicians around a Marshall Acton III speaker Marshall Group Creating a culture-led growth strategy for an audio pioneer

Kind words

“Ambidextrous, empathetic, and as sharp as they come, Alex blew us away. As the team’s culture and qualitative lead, he developed a bespoke research framework that immerses leading-edge consumers in rich ‘what-if’ worlds, propelling respondents into the future to extract true foresight.”

Giulia Gasperi
Founder at Data is Magic; former Head of Data Strategy at TRIPTK

“It felt like every day of the project someone else would tell me how great it was working with him. He dives right into a new team as if they’re old friends and he never leaves anyone hanging. He has keen insights and communicates them convincingly, and he’s not afraid to give direct feedback if it makes the work better.”

Jacob Heftmann
CEO & Co-founder at XXIX; Design Director at Grilli Type

“There are good strategists, and then there are great ones. Alex is one of the great ones. His sharp thinking transcends brand building and permeates into how he thinks about innovation and change. The quality I admire most is his singular focus for impact, tackled with a healthy balance of candor and kindness.”

Jeffrey Effendi
Head of Strategy at DrawHistory; former Head of Brand at Change.org

Featured

The Keith Haring carousel at Luna Luna The New York Times Drake’s $100 Million Bet on Luna Luna
Tyla holding a Stanley Quencher tumbler Modern Retail Stanley 1913’s next era focuses on growth
The BWT Alpine Formula One car on track Variety Ryan Reynolds Buying Quarter of Alpine Formula 1
Figures seated in a dark, empty theater FastCo Why Agencies Must Create Conviction Systems
The Elements of Brand Design book by Taschen Taschen Afresh Featured in The Elements of Brand Design
The adidas flagship storefront in Las Vegas WWD Adidas Opens New Flagship Store in Vegas
Medieval-style illustration of a knight and blacksmiths forging a Teenage Engineering device It’s Nice That Heralding the Ancient Charm of Future Medieval Graphics
The redesigned Twitter app on two phones The New York Times Twitter Shakes Off the Cobwebs
Afresh brand imagery of cascading fruit on a pale yellow field UnderConsideration Afresh Featured in Brand New
The WeTransfer Ideas Report 2021 title card It’s Nice That The Ideas Report: the Great Resignation has begun

Agency collaboration

BASIC, The Black Sheep Agency, DrawHistory, the Google Brand Studio, Grizzly, Havas CX, Human NYC, Manifest, NUU Group, Something Special Studios, SYLVAIN, TRIPTK, Upperquad, XXIX & garden3D, and others.

Brand partners

AB InBev, adidas, Airbnb, American Express, Center for Medicare & Medicaid Services, Civic Nation, Colgate-Palmolive, Constellation Brands, Diageo, Duckhorn Vineyards, FIFA, General Motors, Google, Holocaust Museum Houston, the Houston Texans, Luna Luna, LVMH, Marriott International, Microsoft, Netflix, Nike, the White House, Pearson Education, PepsiCo, Saint James Joy, Spotify, Stanley 1913, Starbucks, the City of Houston, the CW, the North Face, the NBA, the RealReal, the Renault Group (Alpine Cars & Racing), Toast POS, Tripadvisor, Twitter, VF Venture Foundry, Vans, WeTransfer, and others.

The Green Supper

I'm also the host of the Green Supper, a humble dining club hosting in Richmond, Houston, and New York City. Reach out for an invite to the next iteration ~ I hope to see you there.

Hands rolling fresh pasta on a floured board A green botanical rose pattern A hand picking a ripe persimmon A horse-and-rider mark over a supper table Green Supper imagery

Contact

The best conversations usually start before everything is fully figured out. If you’re working on a project, wrestling with an idea or question, or thinking through what comes next, send me a note.

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Building conviction
for tomorrow

How I work

My strategy practice is generous and focused on building camaraderie and conviction across teams.

I am an enthusiastic systems thinker, having led teams to build meaningful business models, product & brand strategies, digital environments, and experiences.

None of this work happens alone. Every project featured here was made possible by talented collaborators, clients, and friends.

Expertise

Understand a changing world

Market & competitive analysis

Emerging consumer insight

Cultural research & ethnography

Scenario planning & forecasting

Business model analysis

User journey development

Define your why & unlock growth

Brand purpose & positioning

Brand architecture

Verbal identity / tone of voice

Innovation platform design

Product & service development

Organizational strategy

Tell a brand story in a meaningful way

Brief development

Integrated campaign planning

Content strategy & development

Narrative building

Creative direction

Concept development

The Keith Haring carousel and painted panels installed at Luna Luna
Archival photographs of riders at the original 1987 Luna Luna
Luna Luna brand collage featuring rides by Hockney, Basquiat, Haring, and Delaunay
A Keith Haring carousel figure in storage before restoration

Partnering with Drake to launch Luna Luna, an art amusement park, after 35 years dormant

Project overview

Luna Luna is a traveling art amusement park—a globally toured extravaganza of rides, games, performances, and other unexpected amusements crafted by some of the most renowned artists of yesterday and today.

The project first came to life in 1987. Now, more than three decades later, Luna Luna is back thanks to Drake (and his investment), his agency DreamCrew, and a cast of talented players.

Our team developed a rich brand idea for the park that has served as a North Star for us as we then developed a retail & merchandising strategy, an audience segmentation, and a messaging and comms strategy. Luna Luna Forgotten Fantasy launched in LA before moving to NYC at the Shed in 2025.

Google climate action concepts including Climate View map experiences
Google brand experiments spanning past, present, and future explorations
Google VibeLibrary concepts with curated aesthetic collections
Concepts for the future of Google including a reimagined editorial platform

Exploring and enabling flexible brand storytelling at scale while embedded at the Google Brand Studio

Project overview

The Google Brand is suffering: kids are using TikTok to search, AI is transforming how we think about the internet, and Google’s money-makers are destroying the experience.

The Google Brand Studio needed to explore what the brand meant, what it could mean, and how they could reignite brand love. Separate from product marketing (which was getting in the way), and with a focus on social media, how should their brand act?

Our team developed a suite of tools to guide content development and brand actions, including a flexible and dynamic evolution of Google’s visual identity, content ideas and activations, a full experimental redesign of about.google.com, and even new-to-the-world concepts to reimagine Google’s most important property: google.com.

Workshop participants with idea refinement workbooks at the adidas retail membership session
A group of athletes in adidas training apparel
An adiClub event with sneaker walls and branded displays
The adidas Las Vegas store interior with neon signage

Transforming the retail membership experience for a new era of loyalty with adidas

Project overview

adidas needed to inspire greater connection and meaning for membership in context of retail, an overlooked opportunity for adiClub.

We developed a retail membership toolkit that rallied adidas behind a fresh, shared vision and equipped internal teams with the strategic rigor, creative inspiration, and actionability planning to bring it to life, for today and tomorrow.

Our team then facilitated a cross-functional workshop at the adidas HQ to test existing ideas, generate new concepts, and empower leaders. Our work with the DTC adidas team continues to serve as both foundational anchor and visionary North Star, informing millions of dollars in business value and brand equity.

A camper opening a The North Face tent at sunrise
A skater riding the wall at a Vans skatepark event
A lounge with a topographic mural at the VF Corporation Denver offices
Two trail runners on a wildflower hillside

Unlocking strategic investment opportunities in health & wellness for VF Corporation

Project overview

VF’s strategy team knew that health & wellness (H&W) was the next frontier to bolster today’s apparel & footwear offering while expanding their future capabilities. We quickly discovered that this was equally a positioning ask and investment challenge.

We mapped VF’s right to win: how its portfolio already delivers on key human needs in the H&W space, and the need states and spaces that are logically next for them. We then created a strategic pathway of investment opportunities to evolve with consumer needs.

We translated a nebulous, expansive opportunity area into three sharply defined Investible Themes designed to drive C-level & shareholder buy-in. These themes have been translated into concrete investment actions.

The BWT Alpine F1 car on track at the Miami Grand Prix
Alpine F1 drivers in the paddock
The Alpine A110 South Beach Colorway interior against Miami neon
The Palace x Alpine livery photographed in neon light

Repositioning Alpine Cars & Racing, a French luxury automotive and F1 brand, for the U.S. market

Project overview

After decades of success in the French market, Alpine was looking towards expansion in the United States. To win, they needed to understand who the American sports car consumer is.

We identified and sized Alpine’s US design target—and landed a strategic plan to win them over the next 3+ years. We also evolved the brand’s expression for a new market and mindset.

We test-drove our strategy at the Miami Grand Prix, incorporating audience-specific tactics into fan parties, influencer activations, and retail model previews. Slated to launch in 2025, our GTM strategy is driving Alpine’s rollout across the United States—building brand equity & anticipation for their arrival.

A Stranger Things and Domino’s brand partnership film still
A grid of Netflix title cards
A scene from the Google x Emily in Paris partnership
A Squid Game guard receiving a Domino’s pizza in the partnership spot

Turning media moments into cultural moments with the Netflix Partnerships team

Project overview

Netflix Partnerships asked us to help articulate how brand collaborations can move beyond short-lived media spikes to become true cultural moments.

As algorithms compress attention and traditional campaign logic breaks down, Netflix saw an opportunity to lead partners toward a more durable model: moments that fans actively use, reinterpret, and carry forward on their own.

We developed a unifying POV and operating framework that decodes how cultural momentum forms, how to recognize when it’s taking hold, and how partnerships can be intentionally designed to tip from media exposure into cultural relevance.