In 2010 I developed the concept of Chrome Wrenched in an effort to help the brand become the leading authority on urban living in each of their hub cities. These were pocket travel guides and an art zine all wrapped in one, giving recommendations on the best of what each city had to offer, told by leaders in each city’s creative communities.
Hundreds of bars, restaurants and retailers in each city distributed tens of thousands of the guides to city-goers. Each person featured in Wrenched socialized the initiative, giving direct credibility to Chrome for being the thought-leader in art, culture and urban mobility.