RangeTek Case Study
Creative Direction / Brand Campaign / Photography
Client: Schaefer Outfitter
Role: Creative Director
Duration: 6-week campaign launch
Team: In-house brand + outsourced production team
The Challenge
Schaefer Outfitter needed to reintroduce their RangeTek snap shirt—an iconic product that had grown stale. The brand wanted a bold, elevated relaunch that preserved Western grit while signaling a refined creative evolution.
The Strategy
We repositioned the RangeTek as the everyman’s uniform for the modern outdoors.
The approach blended field-worn authenticity with clean, modern presentation.
We led with:
- Editorial-style photography on real ranchers
- Design systems rooted in story
- Utility-forward storytelling with minimalist creative
“The RangeTek campaign wasn’t just a product play—it became a defining moment in how the brand saw itself. Purposeful, honest, elevated.”
Assets Delivered
Website hero, product landing page, PDP imagery
Still and Video Social assets (organic + paid)
Email Series
Paid Media + PR
Short-form copy + headlines
Photo content for 6+ months
Results
Shirt sales increased by over 200% post-launch
RangeTek became Schaefer’s best-selling shirt
Business quickly pivoted to designing a short-sleeve option
Campaign set new creative standards for the brand’s seasonal launches
My Role
Led creative direction, photography planning, and visual design system development.
Team management and operations
Collaborated with internal brand and product teams to ensure consistency across email, web, and print.
