Ruggable
Performance Creative System
Scaling a modular creative system across email, campaigns, and product launches.
Role: Senior Art Director
Scope: Brand System, Campaign Strategy, Global Rollout
Situation
Ruggable’s retention channel—its highest revenue driver—operated at high volume but lacked a cohesive and scalable design system. Email creative was inconsistent, production-heavy, and difficult to adapt across campaigns and product launches following a brand refresh.
Role
Lead the redesign and rollout of a modular creative system across retention and promotional channels, improving production speed, brand consistency, and performance while managing a team and supporting high-volume campaign output.
System
Modular Email System
Developed a modular email system built on reusable and responsive components—headers, CTAs, image blocks, and footers—designed to streamline production while maintaining brand consistency. The system enabled rapid iteration across high-frequency sends, supporting up to three daily campaigns while significantly improving efficiency and performance.
Brand System Rollout
Applied a unified visual system across retention, social, and paid channels, translating the rebrand into scalable creative patterns that ensured consistency across touchpoints while allowing flexibility for campaign variation.
Campaign Engine
The system extends seamlessly across digital, social, out-of-home, and operational environments, adapting to each channel while maintaining a unified visual language. Modular assets and flexible design components support both broad campaign storytelling and practical day-to-day execution.
Product Launch System
Designed for international markets, the system balances consistency with localization through flexible design components, regionally relevant photography, and an adaptive illustration library. This foundation enables localized brand expression across geographies while maintaining a cohesive global brand.
Team & Workflow
Designed for international markets, the system balances consistency with localization through flexible design components, regionally relevant photography, and an adaptive illustration library. This foundation enables localized brand expression across geographies while maintaining a cohesive global brand.
Impact
Unified DSP expression across global markets
Reduced fragmentation across channels and regional executions
Created a scalable system that accelerated production efficiency
Established a foundation for future campaign growth
