Led the development of all customer-facing touchpoints for SIRE — from brand identity and creative direction to visual storytelling and digital presence. The goal was to build a heritage brand that honors cowboy tradition while speaking to a new generation through elevated visuals and purpose-driven design.
The vision was to shape a brand that felt both grounded and aspirational — creatively bridging classic Western grit with modern design sensibilities to build a heritage identity that feels intentional and emotionally resonant.
PROJECT SCOPE
Photography
Authentic, documentary-style imagery that captures the grit and quiet beauty of the cowboy lifestyle — raw, natural, and rooted in real environments.
short form video
Snappy, real-life footage that puts viewers in the saddle — capturing honest, unfiltered moments that reflect the world SIRE was built for.
IG Strategy
Crafted a scrollable brand world where heritage meets modernity — blending storytelling and product with a consistent look and feel across every post.
Creative direction
Led visual decisions with a clear intention: to honor tradition while building something new. The result is a brand that feels lived-in, confident, and unmistakably Western.
WHERE IT LANDED
A distinctive online presence built through a thoughtful mix of stills, video, and design — creating a cohesive brand voice across platforms that felt both elevated and true to its Western roots. Every piece of content worked together to reinforce identity, drive engagement, and build trust without losing authenticity.
