Case study

Active by TFD — sub-brand launch

Led the site launch of a new sub-brand, end to end.

The Foggy Dog's first product line outside its core accessory business. It needed its own site experience, not a collection page — and nobody at the company had launched a sub-brand before, so there was no template.

What I owned

Site strategy and wireframes, direction of outside UX designers, product marketing copy, photo and video direction, merchandising, on-site testing, and launch.

  • Wireframed the collection page, PDPs, and bundle flow before design started, so the design brief was a set of decisions rather than a blank page
  • Briefed and directed outside UX designers through mockups and revisions
  • Wrote the product marketing copy for four PDPs and two bundles — converting customers on a category the brand had never sold
  • Directed the ecommerce photo and video shoot: shot lists, on-model specs, format requirements per placement
  • Built and merchandised the pages in Shopify, then launched across the homepage, navigation, promo bar, and campaign landing pages

Result: beat its first-week revenue plan by 72%.