JONATHAN BURKS
Brand Story—
PRITCHETT
Since 2015, I’ve led PRITCHETT’s transformation from a traditionally print-driven consulting firm into a fully digital-first organization. Originally hired as the company’s first Digital Design Director, I redesigned all consulting materials, publications, and coaching programs for digital delivery—expanding service offerings, enhancing customer relationships, creating new revenue streams, and elevating the brand’s overall presence in the B2B and B2C spaces. As Senior Creative Director, I now lead a multidisciplinary team of designers, developers, copywriters, and merchandisers to deliver PRITCHETT's cohesive brand across digital, social, and experiential channels.
Challenge:
The evolving consulting industry required training programs to be delivered digitally and on-demand. Print and in-person offerings lacked flexibility, easy customization, and engaging content. The single, overloaded company website housed too many diverse disciplines, creating confusion.
Strategy, Execution, & Results
My team digitized programs to be fully responsive and customizable to each clients' specific needs. Videos, online tools, user dashboards, and assessments were created for added engagement. This all resulted in higher price point products, better brand experiences, and increased company revenue.
The PRITCHETT You² Brand
In addition to modernizing PRITCHETT's offerings, I spearheaded the separation of the offering categories into three distinct, discipline-focused websites for better product understanding and user experience. One would become a lifestyle brand of its own, centered around Dr. Pritchett's handbooks, you² and The Quantum Leap Strategy, and would ultimately lead to higher-ticket products, programs, social presence, digital storefront, and dominance in an entirely new niche market for PRITCHETT.
Increased Brand Awareness
By building a cohesive digital footprint for PRITCHETT—from modernized product experiences to a clearer brand ecosystem—I significantly expanded the company’s visibility and engagement across online channels. The updated platforms and content strategy drove measurable growth in social media following and interaction (currently 16k+ followers), strengthening PRITCHETT’s presence in both the consulting and leadership development spaces. This digital evolution also opened new marketing pathways, attracting previously untapped customer segments and creating additional revenue opportunities for the firm.
Full Video Production
The shift to a digital-first model opened the door for new programs beyond traditional handbooks and workshops. I produced more than 100 PRITCHETT clips™ videos and the 16-lesson You² Master Class—shot, edited, and merchandised entirely by me—to deliver structured, engaging learning experiences. These video products strengthened PRITCHETT’s presence across both B2B and B2C audiences.
See some featured videos below.
