One story. Built to scale.
A commercial story leadership will stand behind and sales can take to market.
Select Clients, Partners & Employers
Navistar (International)
RTI International
Emerson
Tomahawk Robotics (Aerovironment)
Interbrand
Arcwood Environmental
Edventure Promotions
Prophet
Autcar Truck
Maxar Technologies
Autocar Truck
Clark Hill
Meritas Legal Network
Littelfuse
Porter/ Novelli
US CDC
Edelman
Home Access Health
Burns & McDonnell
Navistar (International) RTI International Emerson Tomahawk Robotics (Aerovironment) Interbrand Arcwood Environmental Edventure Promotions Prophet Autcar Truck Maxar Technologies Autocar Truck Clark Hill Meritas Legal Network Littelfuse Porter/ Novelli US CDC Edelman Home Access Health Burns & McDonnell
Laser Focused On
Brand. M&A. Growth.
Three different pressures. Brand when the story will not stay unified. M&A when the portfolio has to compound. Growth when sales, marketing, and comms are each running their own version.
Capabilities
BRAND
YOUR CHALLENGE
Brand is the hardest piece of your business equation to keep unified.
THE FIX
One story across sales, talent, and leadership, written so it still holds when the company gets bigger.
M&A
YOUR CHALLENGE
Brand quietly determines whether the business can aggregate growth and momentum.
THE FIX
Portfolio architecture and a migration plan, which names stay, which get endorsed, which retire, and in what order. Built for one deal or a roll-up, so the next add-on does not invent another company.
GROWTH
YOUR CHALLENGE
The business grows in pieces when sales, talent, and direction each tell their own story.
THE FIX
Tactical execution that put sales, talent, and direction behind one story.
Who’s behind this
Track record
Most recently, fractional strategist for Arcwood Environmental through a full brand name change and launch. Before that, RTI International, where I codified the brand architecture and verbal guidelines behind a major talent strategy. A legal sector brand activation across 27 offices, recognized by the Managing Partners Forum. And a rebrand through the merger of three companies at Maxar Technologies, including the move from a Canadian company to a U.S. based, NYSE traded one.
Range
Every facet of brand development, across professional services, industrial, healthcare, pharma, public health, tech, and defense. Inside agencies and partnered alongside them, digital, product development, advertising, branding, so I know exactly where the real work gets stuck. Creative too, not just strategy handed off in a brief.Every decision is shaped by a clear sense of purpose. My journey has been anything but ordinary. Through every step, I’ve remain focused on delivering immediate, longterm value to my clients.
Testimonials
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"Sheryl was an absolute pleasure to work with in our rebranding effort at Meritas. She was able to work with our board and membership and than later communicate outcomes and direction to our Board. The result was outstanding."
Tanna Moore, Meritas President & CEO
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"The foundation she helped us build will continue to elevate our presence—internally and externally. Her approach to storytelling and brand expression will shape how we connect with our customers, strengthen our reputation in our industry, and support our long-term growth goals. I would highly recommend her to any organization looking to define and express their brand with purpose and impact."
Caitlin-Sheesley-Brown, Chief of Staff, Arcwood Environmental
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Tugboat was able to work with our senior executives, distill complex messaging and bring in the right mix of talent and personalities to help us get quickly positioned in the marketplace.
Brad Truesdell, COO, Tomahawk Robotics now AeroVironment
AI is changing everything, including brand. Move with it.
Get started.
Ready to lead with distinction? Start with a conversation about where your brand is today.
Hours
Monday–Friday
8am–3pm
Email
Sheryl@Tugboatbranding.com
Location
US (CST)
