What goes into revitalizing a 40-year-old brand? Care and respect.

Schaefer's legacy in the Western category is supported by a passionate and loyal customer base. Refreshing the brand to become a bigger player in the DTC market, elevating the effectiveness of direct mail, and creating a solid omnichannel strategy were pivotal for its growth. Importantly, this transformation should be undertaken without alienating its base.

My role as the Director of Brand and Creative involved providing thought leadership on brand positioning, redesigning the brand identity system, and rebuilding the website for a better online shopping experience. Additionally, I spearheaded brand storytelling through photography and video projects, ensuring every aspect resonated with both existing and new customers.

These samples showcase the visual brand updates that extended across all brand touchpoints, including the website, product design, photography, and marketing. The result? An elevated and cohesive brand aesthetic that honors Schaefer’s rich heritage while embracing a modern vision.