DIGITAL BRAND LAUNCH
Ridgecut Toughwear
Strategy and digital design for a national outdoor apparel launch.
Tractor Supply was getting ready to launch Ridgecut, a completely new workwear brand built for tough, rugged jobs at a more accessible price point.
I came into the project with two things: the tag artwork and photography from the campaign shoot.
From there, I developed the digital art direction for the launch, building a look and feel across web, email and social that gave Ridgecut a distinct presence beyond the product tag.
Brand Launch / Art Direction / Web Design / Email / Social
IMPACT
43% email
conversion rate
Ridgecut’s teaser page drew 14,000+ visits, with 43% of visitors signing up for email access ahead of launch. Once Ridgecut went live, the full brand page drew 57,000+ visits on day one.
Director of Digital Marketing: Tim Putnum
Coder: Erin Woody