I was brought in to move the brand into its next era—modernizing identity and building a DTC engine beyond wholesale. Our focus was simple: tell the truth—real ranch work, real people, real stories—and let that authenticity drive the brand’s cultural relevance. I led the rebrand and eComm redesign, rebuilt the foundational system (platform, standards, templates, guidelines, cadence), and directed campaigns and production that generated a scalable content library and video storytelling. The result: a premium, unified brand presence and a meaningful lift in DTC, including doubled conversion and increased retention.