Wise Owl Outfitters is an established outdoors and lifestyle brand operating primarily as an Amazon vendor and ecommerce retailer. I was brought on as Creative Director for the team in January of 2020, primarily to streamline their launch processes and consolidate the brand's presence across multiple platforms. When hired the company had a total of five unique SKUs and had just realized a goal of 5 million in revenue. For the first quarter my focus was on getting up to speed with suppliers, cleaning up our design pipeline, and auditing the listings for existing products. It became immediately clear that the company had no established brand presence which was causing weak impressions and allowing budget retailers to erode their market share. We began work a full redesign of the company's flagship listings, as well as a blitz across email and social media to raise awareness and drive traffic to new colorways that were releasing soon. By consolidating our design language and developing a bold, vibrant, new aesthetic we differentiated ourselves from the competitors and were able to more effectively communicate the material differences between our products.
Over the course of 2020 my efforts to optimize the brand’s legacy listings increased clickthrough rates an average of 34%, with standout products like our ‘Toasty Traveller’ seeing a 68% increase in traffic post optimization. The development of ‘enhanced brand content’ on our Amazon listings increased sales 6% across the board and, in concert with a listing redesigns, increased the conversion rate of our flagship listing by 24%. In total these additions grew the brand from 5 to 15 million in revenue by the end of the fiscal year.
Over the course of the following year I developed the Wise Owl brand guidelines, directed digital and social media marketing campaigns, and oversaw the launch of 19 separate SKUs. Creative oversight for the launch cycles included R&D, sample selection, white room photography, video coordination, copy writing, advertising, and listing optimization. With our listing redesigns I undertook a complete packaging revision for the existing products, developed the templates and master files for all product launches in the future, and trained remote designers to follow these SOPs moving forward. Early white room and video efforts were executed and edited entirely by myself, but by mid summer I'd contracted out a team of creatives to handle sample photography and promotional video while I coordinated the 2021 launch calendar. This also coincided with my social media push and the buildout of our shopify website which combined saw a 397% increase in off amazon traffic for the brand.
Ultimately Wise Owl Outfitters was acquired in the spring of 2021.
