The Knox Case Study
Art Direction / Creative Strategy / DTC Campaign
Client: Tecovas
Role: Senior Art Director / Creative Strategist
Launch Type: GTM + 12-week sales push
Team: Brand marketing, photo, styling, production, e-comm
Outcome: Exceeded 72-hour forecast; became one of the top-performing launches of the year
The Challenge
Introduce a premium, style-forward boot to a crowded Western category—without leaning on clichés. The Knox needed to feel iconic on day one, appealing to loyal customers and design-savvy newcomers.
The Strategy
A restrained, editorial approach that put form, texture, and craft at the center.
Iconic Simplicity: Clean compositions; silhouette first
Quiet Confidence: Muted palette, moody light, confident posture
New Americana: Ranch-to-city styling that broadened context without losing roots
When product quality is the hero, restraint wins. By foregrounding silhouette and craft—and aligning styling, language, and sequencing—The Knox launched with cultural credibility and commercial clarity.
Assets Delivered
Launch
Homepage hero + shop banner swap
PDP unlock with premium story blocks (materials, construction, styling cues)
Launch email + organic/paid social (square + 9:16 cutdowns)
Post-Launch
Retargeting with detail crops & user save/review prompts
“How to style The Knox” carousel; UGC reshares
Deliverables
Web Hero • PDP • Email • Social (video) • Social (stills) • Paid Performance Media
Results
Exceeded 72-hour sales forecast
Ranked among Tecovas’ top-performing launches that year
Expanded the brand’s visual language for premium drops
My Role
Led cross-channel creative strategy and art direction. Directed shot composition and styling tone; wrote/edited key copy; partnered with e-comm on PDP story blocks and day-of swaps; coordinated with production and social on asset rollout.
