About a year ago, I received an email from one of my first (and one of my favorite) bosses. I was so excited to hear from her! Lisa gave me my first big career break, at Hahn Family Wines. I have looked up to Lisa – her work ethic, her positive attitude, her huge heart, her ability to listen and her excellent sense of humor – a mentor and champion for sure.

Lisa opened more doors for me than the door at Hahn. She made the space for me to continue my plan to go on my Birthright trip, right after I was was hired. She told me that I “HAD to go!” Who has a boss like that?!?  Seriously.  Be very grateful if you do.

My Birthright trip was one of the most pivotal experiences of my life. It changed my path. It led me back to Israel seven more times. It led me to the helm of Birthright Israel NEXT in the Bay Area. It led me to meet hundreds of really interesting people. It led me to meet many of my very closest friends. It led me to meet other folks who would continue to open doors for me, leading to connections that pushed and inspired me to forge my own path.

Which brings me back to Lisa.

The look of Leto efore the re-brand

The look of Leto efore the rebrand

Before I left Hahn, Lisa left – to forge her own path.  It was the first example of entrepreneurship I witnessed at close range.

So, last year, when Lisa’s name popped up in my email, explaining that she was embarking on a rebrand, and that she wanted to work with me, I was giddy with excitement.  Over the last year, we’ve ruminated, kibitzed, explored and laughed our way through the evolution and fine tuning of her rebrand.

Yesterday, I caught this on my Facebook feed:

“Rebranding. Whether you’re a small producer like us or a huge conglomerate, it’s never a process taken lightly. The challenge I was faced with was this: If a customer is only exposed to our label and doesn’t have the chance to speak to us directly, will they know who we are and what we stand for?
For the past year, I’ve been working on the answer. With the help of Rachel Dorsey, I was able to get out of my own way and explore what Leto means to Brad and me. It’s been an inspiring and creative journey that has left me feeling even more passionate about what we are doing and where we are headed…”

– Lisa Warner, Proprietress and Winemaker, Leto Cellars

Friends, the bottom line is this: Sometimes, you have to take a step back to move forward.  You must pause, be mindful, be intentional. Whether presenting yourself or presenting your product or idea – a rebrand has power.  It was an honor to have a hand in the evolution of Leto Cellars. I’m excited to watch as Lisa and Brad continue to develop their brand.

One thought on “The Power of a Rebrand

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