After four years of skyrocketing growth and a period of rapid internal transition, including a sale from Dickies/VF to Workwear Outfitters, iconic brands Walls Outdoor and Liberty Bibs needed a way to preserve the powerful brand identities we’d helped them originally shape. We pitched the idea of codifying their brand characters in the form of target personas. Collaborating with new Marketing Director Katie Caraway, we created ten profiles that ensured the new internal marketing teams, external agencies and product designers could clearly visualize the target markets for these workwear and rural America Texas-based brands.
Talented Art Director Emily Thompson took the visual lead, tapping into her Wyoming upbringing, county living and fire fighter training to crystalize the look and feel of these demographics. We captured both the brands’ traditional job site and back 40 demographics, as well as their “new rural” consumers, such as farmers market producers, artisans and modern homesteaders. These dimensional personas educated new team members and created an element of lasting brand stability for these legendary brands.
