Rocket Dog was turning 20. What had started out in the 90s as a casual, California cult-fave footwear brand had lost its way in the 2000s. Without vision it was relocated to the deep discount aisle. It wasn’t making an impact in the footwear landscape and it didn’t have a message that resonated with consumers. The challenge was to reclaim the Rocket Dog voice and position it within the millennial consumer landscape.
Leading the brand refresh I went back to Rocket Dog’s roots crafting a spirit and message that was part nostalgia and part girl power.
I created a strategy, the tone and voice, and brand guidelines which were translated across web, email and social media. I cast and directed photography for the brand and created content for social media channels. I repositioned the editorial calendar to focus on style features and building brand awareness versus repetitive mark down sales. I wrote copy for both headlines, social content and product descriptions.
As a result, Rocket Dog’s core audience successfully shifted to the coveted millennial. Success penetrated brick and mortar and Rocket Dog went from the discount aisle to retailers such as Urban Outfitters and Forever 21.
- Project Roles
- Art Director, Copywriter, Creative Director, Designer, Strategist
- Millennial Brands
- Art Direction, Creative Direction, Design
- Brand Guidelines, Branded Content, Branding, Photography
- Project Industries