Ruggable

Brand Performance System

Background

Ruggable’s retention channel was one of the brand’s most important customer touchpoints, supporting frequent emails across promotions, product launches, collaborations, and evergreen messaging. It was also a high-volume channel, with campaigns moving quickly and sometimes multiple emails going out in a single day. After Ruggable’s rebrand, the opportunity was to bring the updated visual direction into the channel where customers were seeing the brand most often. The work needed to make the new brand feel consistent, flexible, and usable in everyday marketing, not just polished in a larger brand rollout.

Challenge

The challenge was to take Ruggable’s new brand direction and turn it into a modular retention system that could actually work day to day. The rebrand examples were polished and inspiring, but email needed its own scalable language that could build from those cues, adapt to a high-volume channel, and still feel true to the refreshed brand. Retention was one of Ruggable’s biggest revenue drivers, supporting daily promotions, product launches, seasonal moments, and major collaborations. The system had to be flexible enough for constant use, polished enough to carry the rebrand, and clear enough to support performance goals across a fast-moving marketing calendar.

System

Modular Email System

Developed a modular retention framework built from reusable headers, CTA structures, product modules, and merchandising blocks. The system streamlined high-volume email production while translating Ruggable’s refreshed colors, typography, photography, and stripe motif into a more consistent performance channel.

Brand System Rollout

The retention rebrand expanded into a broader campaign language across email, social, paid, and OOH. Stripe treatments, type pairings, icon callouts, and utility-driven design elements created recognizable consistency while leaving enough flexibility for promotions, product launches, and licensed collaborations.

Campaign Engine

The framework scaled into high-volume promotional moments like Birthday Sale, where bold color systems, motion-led assets, and coordinated cross-channel creative created a unified campaign identity. The work balanced rapid production timelines with elevated brand execution while supporting record-breaking commercial performance.

Launches & Collabs

The retention framework adapted across product launches, international markets, and licensed collaborations without losing the core brand foundation. Flexible stripe systems, merchandising modules, and typography pairings gave the team a repeatable structure for building launch creative across different products, markets, and campaign needs.

Impact

Across the rebrand rollout, I helped turn Ruggable’s refreshed brand direction into a scalable retention and campaign system for high-volume creative needs. The work improved retention performance, streamlined production, and brought more consistency to major sales, launches, and daily marketing.

  • Increased retention email CTR by 10.53% across Welcome and Post-Purchase flows

  • Built an XD component library to streamline email production for the design team

  • Managed creative production for up to 3 emails per day across sales and launches

  • Led creative for Birthday Sale, which sold 13,000 rugs on day one and drove +70% US sales

  • Led creative for Outdoor, supporting $4.5M in revenue within its first 60 days