Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

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

Over the last 5 years or so...I was basically the poster child for coastal-elite wellness.

I bought groceries from Erewhon.
I worked out and did contrast therapy at HUME.
I took long rucking-vest walks on Venice Beach...

I optimized everything I could, from experimenting with various hydration mixes to monitoring my HRV, all the way to waiting 90 minutes before drinking my first sip of caffeine (debunked?).  

So when I decided to move my family to the suburbs of Northeast Ohio, the assumption was…well, that I was leaving all that behind...

I was going from the epicenter of wellbeing in L.A. to the land of ranch dressing and fluorescent lighting. 

But after living here since August, I’ve realized the delta isn’t nearly as big as you’d think.

I see women walking around with weighted vests, power walking through their neighborhoods.
I overhear people talking about their sleep scores, protein goals, and recovery routines.
The grocery stores are full of grass-fed butter, air-chilled poultry, and organic, better-for-you options everywhere you look.

And the infrastructure is catching up fast, too:

Boutique studios are popping up, offering classes such as Lagree, reformer Pilates, and private strength training.

Wellness-focused franchises with IV drips, Cryo, and IR saunas are popping up all around.
 
Even preventative private medical practices and early-detection clinics are starting to take root here.

There's still a lot of fluorescent lighting and deep-fried buttersticks, but it's definitely changing.

People everywhere want to feel well, age well, and live with a little more energy and agency. Or as my client, Rich Joseph, MD, MBA, calls it - #Capacity.

Moving from Venice to Cleveland showed me something important:

"Wellness" isn’t coastal anymore.
It’s cultural.
And it’s spreading in ways that are probably going to surprise a lot of people in the next decade.

Perhaps the next great wave of health innovation won’t come from California —
But from places like this... 

Let's do it.

Building and transforming the brands that make generations healthier.

Every time I see a new doctor, I get asked the same two lifestyle questions:

Do you smoke?
How many alcoholic drinks per week?

That’s it...

MaYbE it’s time to upgrade the intake form...

How about:

How many hours of sleep are you getting?
How much sugar are you consuming daily?
How many steps or minutes of movement do you get each day?
How often are you breathing in artificial fragrance in non-ventilated spaces? (Be cool with those pumpkin spice candle, ya'll)
How many hours a day do you spend staring at a screen?
How connected do you feel to the people around you?

The reality is, our biggest health risks aren’t simply cigarettes and alcohol anymore, and the effects of those are now widely known and understood — now it's chronic stress, poor sleep, processed foods, sedentary routines, and a constant exposure to chemicals and noise our bodies were never designed to handle.

If healthcare wants to stay relevant, it needs to start asking the questions that actually reflect modern life.

Because prevention starts with context, and right now, the system isn't asking nearly enough...

Here’s a glimpse into the next chapter of where I believe health & wellness tech is headed...

It’s called OHM. 

It's a beautifully designed table lamp that helps you regulate your breath through light, rhythm, and touch.

I met the founder, James McGoff, a few weeks ago at The Assembly, and got to give it a try!

Here’s how it works:

It’s a weighted stone that fits naturally in your hand. (and its deliciously warm)

Inside, sensors track your heart rate and breathing.

As you sync your breath to the light pattern of the lamp, the lamp slowly turns blue.

When your heart and breath are in alignment, your body shifts into parasympathetic mode. 

...lowering cortisol, improving vagal tone, and signaling safety to your nervous system.

It doubles as a soothing sound machine and a table lamp, specifically designed to be used without an app, screen, or data dashboard.

Just light, sound, and feedback - the kind your body actually understands.

For years, wellness tech has been built around tracking and optimizing with more and more metrics, and frankly, more angst to it...

I'm hoping this next wave will be quieter:

Tools that tune your physiology, not quantify it.
Devices that calm the body before they ever ask for your attention
Design that blends seamlessly (and beautifully) into your environment, and your biology

OHM is one of the first I’ve seen do it. What have you seen?

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Nano Banana Pro Test

Flavor.

Flavor. 
An Integrated Sampling Agency

We believe that product sampling isn't being done well enough!

Integrated Sampling curates the perfect mix of sampling techniques to deliver optimal results for every campaign.

We look after all sampling elements under one roof to drive efficiencies in... Targeting, Relevance, Measurement and ROI.

Managing Director

Experiential Marketing Measurement Coalition

Sitting on the board of the Experiential Marketing Measurement Coalition.
Helping to to drive effective measurement across our industry.

Board Member

Investing in a portfolio of FMCG brands with high growth potential.

Offering advisory guidance in Product Sampling, Promotional Marketing and Growth. 

Current investments include Mighty Slice, Swypes, The Biltong Factory, UNLTD, and Dr Wills.

Investor and Advisor

Experiential Consultants

Experiential + Product Sampling specialist consulting at various agencies & brands. 

Developing and delivering Experiential:
- Propositions & IP
- Strategies 
- Pitches
- Measurement Methodologies
- Talks & Training
- Projects & Campaigns

Founder + Experiential Consultant

MentorCruise

Offering advice, mentorship and guidance on starting a business, building a culture, creating a business development strategy and planning for an exit.

A founder of 2 x specialist marketing agencies, board level Non-Executive Director for start up agencies + FMCG brands, and an expert in Partnerships, Experiential Marketing + Product Sampling.

After launching my agency just before the Covid pandemic struck, I'm proud to have been able to have designed, adapted and built a business that has thrived from a 2 person team to a major player in the industry within 3 years - working with brands like General Mills, Asahi, Mars Foods + Heineken.

Mentor

Sampley.io

Board level advisory position to aid the development + growth of Sampley.
- Refining business plan
- Developing consumer and brand user experiences
- Product testing and launch strategy
- Funding strategy
- Pricing and market offering
- Scale planning financial viability
- Key supplier sourcing and selection
- Business Development strategy
- International expansion planning
- Marketing and PR strategy
- Operational business functions

Non Executive Director

DMA UK

Chair of Experiential Committee

Collider

Heading up & driving forward Consumer Experiential business for the agency
Shaping the Experiential proposition of the agency
Integrating 'Experience Focus' throughout the agency 
Leading Consumer Experiential campaigns including; 
- Experiential with Impact
- Intelligent Sampling
- Experiential at Events
- Internal Experiential 
- Integrated Experiences

Head of Experiential - Experiential Consultant

HeyHuman

Develop and implement HeyHuman experiential proposition.

Experiential lead across all accounts (including Guinness, SEALIFE and Green & Blacks).

Experiential Director - Experiential Consultant

Undercurrent Live

Develop and manage consumer roadshows, trade shows, and incentive campaigns for Samsung.

MD at Flavor | Integrated Product Sampling | NED | Founder | Business Development + SME Strategy | Mentor | Experiential Consultant

As the Managing Director of Flavor, I lead an integrated sampling agency that adds Purpose to Sampling for food, drink, personal care and household brands to engage their audience with targeted, relevant, and measurable sampling campaigns. 

With over 15 years of experience in experiential marketing, I have a passion for creating engaging content and delivering optimal results for every campaign.

I also provide strategic guidance and mentorship to growing FMCG brands, marcom agencies, and member organizations as a Non-Executive Director, Founder, and Mentor. 

I have successfully launched and led several businesses, developed experiential propositions and IP, and coached and mentored agency leaders. I have a thorough understanding of leading and running business units effectively, as well as driving innovation and growth in the experiential and sampling industry.

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