Ruffwear

Brand creative

Connections Built to Last.

Role

Creative Director

Background

Starting in late 2024, I led the strategic and creative evolution of Ruffwear’s global brand vision, aiming to eliminate friction in the consumer journey and instill a renewed sense of purpose during a period of economic uncertainty.


Because trust is built in the details, our mission was to bridge the gap between Ruffwear’s storied heritage and a modern, progressive brand experience—ensuring that every touchpoint reflected our category expertise while deepening audience loyalty.


  • Brand Alignment: Executed a visual identity overhaul to ensure a unified system across all channel touchpoints — elevating the brand and content approach to what consumer expect in adjacent, modern active lifestyle brands.


  • Performance: Increased conversion rates on DTC while doubling them on Amazon; achieved record-high email engagement and a significant reduction in returns.


  • Creative Excellence: Launched 6 major campaigns with little to no feedback revisions from leadership, signaling total strategic alignment.


  • Cultural Impact: Gained full buy-in from ownership, team, and global partners across Europe and APAC regions, revitalizing internal pride and brand morale.

year

2024-2026

Credit

Alex Murray - Photography, Videography, Editing

Zento Slinger - Photography

Jules Jimreivat - Photography

John Summerton - Photography

Nicole Anderson - Design

Christine Colbert - Messaging

This brand alignment gave way to a unified, consistent user journey across all touchpoints—resulting in our highest email click-through rate to date, reduced returns, and increased conversions across both DTC and Amazon channels (the latter of which doubled).

This brand alignment gave way to a unified, consistent user journey across all touchpoints—resulting in our highest email click-through rate to date, reduced returns, and increased conversions across both DTC and Amazon channels (the latter of which doubled).

A core foundation of this shift: An overhaul of branded content to elevate our tone with a focus on movement, place, product, and the bond we share with our companions.

A core foundation of this shift: An overhaul of branded content to elevate our tone with a focus on movement, place, product, and the bond we share with our companions.

A core foundation of the brand, and one that celebrates the bond like no other — working dogs and their handlers. The relationship between these companions is one of purpose, resilience, and trust. Earlier this year, we brought their story to the surface as a two-part series highlighting the work they do and how it effects everything Ruffwear builds.

A core foundation of the brand, and one that celebrates the bond like no other — working dogs and their handlers. The relationship between these companions is one of purpose, resilience, and trust. Earlier this year, we brought their story to the surface as a two-part series highlighting the work they do and how it effects everything Ruffwear builds.

For a specific Ruffwear campaign case study, see the Fall-Winter '25 launch story here.

For a specific Ruffwear campaign case study, see the Fall-Winter '25 launch story here.

All Work

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