Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

National University of Defense Technology

I am excited to join the esteemed faculty at the National University of Defence Technology (NUDT) in Changsha, China. Renowned for its exceptional academic standards, NUDT provides an ideal environment for me to teach both undergraduate English courses and postgraduate-level international communication skills. I am also eager to support English language initiatives and foster a passion for language learning among students.

This opportunity marks a development in my transition to university-level instruction, building upon my experience working with younger learners. I view education as a transformative force capable of fostering cross-cultural connections, encouraging mutual understanding, and inspiring intellectual and personal development.

As I continue to grow as an educator, I am concurrently cultivating a health and wellness brand, merging my enthusiasm for education, culture, and personal growth. My long-term vision is to harmonise these endeavours into a career that positively impacts individual development and contributes to the strengthening of communities in today's complex world.

English Second Language Instructor

Retreat Nutrition

Founder and Chief Brand Strategist, Re:Treat.

Driven by a passion for holistic well-being and community connection, I have dedicated myself to crafting an innovative functional wellness brand: Retreat. This brand offers unique nutritional gummies that merge physical health benefits with an arts-inspired approach to better mental health. Our mission is to combat depression, enrich lives holistically, and empower communities.

My key responsibilities as Founder and Chief Brand Strategist include:

1. Market Research: Conducting in-depth market research to identify emerging consumer needs in the functional wellness market, ensuring Re:Treat’s nutrient-rich offerings resonate deeply with our target audience.

2. Brand Strategy Development: Developing an authentic, purpose-driven brand strategy that fosters community empowerment, celebrates diversity and inclusivity, and unlocks human potential.

3. Creative Direction: Pioneering Re:Treat‘s creative vision, including a compelling brand identity, narrative, and immersive branded experiences, guided by design thinking principles.

Brand Strategist & Founder

Armed with a Master's degree earned with distinction, I have returned to teaching with a renewed sense of purpose and a sharpened set of skills. My time spent in academia has refined my research and strategic thinking abilities, equipping me with the tools necessary to excel in any future role. While I continue to serve my students and contribute to the growth of young minds, I eagerly await the next opportunity to stretch my intellectual and professional muscles and further develop my expertise in the field of research and strategy.

English Language Teacher

Loughborough University London

Partnering with my dissertation supervisor, Sharon Prendeville at Loughborough University London, and a collaborative team including Torange Khonsari from Public Works and Outlandish, we embarked on a groundbreaking initiative. 

Our collective effort resulted in the creation of a commons educational service, a project that I contributed to significantly. Guiding research workshops to uncover community needs, I played a pivotal role in shaping an educational service focused on teaching commons governance practices. Notably, I spearheaded the project's identity, "un:edge." 

My dissertation, recognised with distinction, centered on an Urban Commons initiative leveraging civic engagement and citizenship exploration to fortify social cohesion within East London communities. 

Explore our impactful work further through the project's dedicated website for deeper insights and outcomes: http://un-edge.org

Research and Design

Strategised and initiated an Inclusive Nation Branding Project that involved engaging London-based diplomats, local activists, artists, and entrepreneurs. Developed a comprehensive stakeholder map to identify key participants and collaborated closely with them to craft an inclusive nation branding agenda.

Focused on integrating climate change discourse into the nation branding framework, orchestrating a one-day workshop that convened diplomats from climate-affected nations alongside local representatives. This initiative aimed to formulate actionable recommendations vital for policy-making.

Conducted crucial research and crafted the initial blueprint for the project, including designing the brand positioning strategy. Although the project did not progress further, my contributions lay in meticulously planning the workshop agenda and conceptualising the policy report. This report was intended to encapsulate the outcomes of the workshop, which would later inform actionable strategies. Additionally, conceptualised the integration of an artist-in-residence program to illustrate the report's recommendations for display at an on-campus exhibition.

Research Assistant

Sanshui Foreign Language School, BFSU

Responsible for helping setup a new international Cambridge English course in a Private foreign language school in Foshan, China. 
• Responsible for designing promotional booklets for the course. 
• Responsible for teaching English through the medium of varied subjects including Music, Science and Art. 
• Responsible for designing high quality PPT’s for the new course. 
• Responsible for student development including marking tests, giving feedback and encouragement and giving tailored help. 
• Contributed to the development of the new curriculum.
• Responsible for managing the new project in collaboration with an Australian team of academics.

Lead Teacher

Led and directed classes of 40-50 middle school students in China, cultivating an immersive learning environment tailored to individual student needs, interests, and cognitive development stages. Established a dynamic classroom atmosphere by clearly articulating lesson objectives and project goals, ensuring comprehension and engagement among students of varying English proficiency levels.

Crafted comprehensive lesson plans and visually compelling PowerPoint presentations, enhancing student participation and comprehension. Successfully managed the nuances of large class sizes, making real-time decisions and adaptions to maintain a conducive learning atmosphere.

Maintained an open channel of communication, consistently collaborating with classroom teachers, and providing proactive feedback on student progress, thereby facilitating tailored learning strategies.

Guided and supervised a weekly extra-curricular club, curating and hosting English festival events that fostered an interactive and engaging learning environment.

Employed a student-centric approach within diverse educational settings—Hongling Middle School, renowned for its academic success, and Meishan Middle School, addressing challenges in English proficiency and student motivation. Tailored teaching methods to suit varying student levels, fostering inclusive participation and active engagement in the learning process.

University for the Creative Arts

Preparing students for UK Undergraduate and Postgraduate Study.
Teaching a pre-sessional English course to a cohort of creative arts students in Beijing, China.

• Teaching EAP to a range of UG and PG students with varying English levels (from IELTS 5-7.0).
• Supporting students English language development and comprehensively preparing them to immerse themselves within the academic context of art, design and media.
• Working within a team with a requirement to be reliable, flexible, responsible, organised with excellent cross-cultural communication skills.
• A strong awareness of cultural differences and the ability to develop effective integration strategies to address potential barriers and embrace cultural differences in the classroom.

English for Academic Purposes Tutor

Zhudao Design

I collaborated with an Architecture company to revamp their visual identity, modernising their outdated style across various materials, including their portfolio brochure, business cards, and website. Additionally, I crafted a promotional booklet aimed at enhancing their visibility among potential clients. Throughout the summer, I delved into current design trends, researching and conceptualising a fresh, culturally blended style that fused their Chinese heritage with a modern, international appeal. Presenting a series of mock-ups and design concepts, I engaged with the management team to refine and implement these ideas, ensuring a contemporary yet culturally resonant brand presentation.

Graphic Designer

VISTRA

Taught weekly Business English classes to Vistra employees in Shenzhen. Tailored lessons to students' individual needs and strengths, helping them achieve specific business objectives, including improving email communication and preparing for international travel. Utilized practical projects to apply learning to real-world situations, such as financial and administrative tasks.

Business English Teacher

Omeida Language College

Omeida Language College offers a summer English-language summer school program to students between the ages of 7 and 16 with the purpose of giving students the opportunity to improve their verbal English skills in a fun and welcoming environment!

I helped out at the Summer school as an English language teacher and through participating in the Summer camp where we participated in outdoor activities whilst exploring the beautiful town of Yangshuo.

Summer School Teacher

Beyond my professional experience, I have consistently pushed myself to expand my skills and knowledge. 

I was part of a winning team in a group hackathon with Ford Mobility, where we developed innovative solutions for the future of transportation. 

Additionally, I have invested significant time and effort in cultivating my cultural knowledge and awareness, aspiring to become a well-rounded generalist capable of tackling diverse challenges. 

My creative skills in graphic design and photography have been honed through numerous projects, and I am currently focused on refining my writing abilities. 

These experiences showcase my adaptability, drive for continuous improvement, and dedication to achieving excellence in various fields.

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The Battle

John Scheer

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