AUTHENTIC WESTERN WEAR SINCE 1878

Known for its authentic western shirts, Ely Cattleman had a strong wholesale business with minimal branding or marketing. Our goal was to bring the brand to life with a distinctly authentic, modern pov.

After a full market research study, we reshaped the brand to position it for the future, as well as the digital world. This included crafting archetypes and consumer profiles, as well as understanding the world in which the Ely Cattleman lived. From there, we created brand book which defined Ely Cattleman, as well as several potential diffusion lines.

This led to a the launch of the brand’s first DTC site in Summer 2019. I oversaw the content strategy and rollout across all channels. This included all brand storytelling including site copy, emails, digital advertising, product descriptions, video, social, press and more. Also included at launch was ON THE ROAD blog. While the blog generated revenue and engagement, it was unfortunately discontinued due to limited resources during Covid-19.

Several months after the site launch, we debuted a premium fashion brand ELY BLACK LABEL which featured a distinctly elevated voice with a focus on craftsmanship and materials. To display this, we developed a microsite page on the site, as well as regular email newsletters and digital ads to support the diffusion brand.

Covid-19 presented a challenge for resources and assets which led to some creative, longer storytelling including our Cowboy/Cowgirl Portrait Series and monthly Saturday Night Music Sessions.