Role: Interim CMO



Tune is a developer and manufacturer of efficient, configurable full spectrum LED lights.  The challenge was to develop and build a brand with a new name,  launch the brand into new segments, and  position it as the “go-to” LED lights provider for cannabis growers.

Early on, the Chameleon team realized that there were issues with the existing brand name and worked with the Tune team through a naming process to ultimately land the Tune name.  With the new name, came the development of a comprehensive brand strategy including a new brand positioning to target new and different audiences with relevant messaging, a new visual identity system including new logo, and a messaging and communications strategy.

By focusing on identifying Tune’s core purpose and story, the Chameleon team was able to lead Tune to have deeper engagement with investors and its customers, namely cannabis growers.  This was expressed through the development of a sales kit and trade show material. But the ultimate expression was through the development of a new website.  All of this was completed in less than 3 months.

Chameleon remains engaged to support Tune in its next phase of connecting and strengthening relationships with the customer.