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 underwent a brand refresh while operating at high marketing velocity, requiring a more scalable and consistent creative system across channels—particularly within email, a key revenue driver.

Role

Lead a team of designers to translate the new brand into a modular creative system, improving production speed, campaign consistency, and performance across email and marketing campaigns.

System

Modular Email System

A distinctive circular image treatment pairs DSP leadership with delivery imagery to connect business ownership with operational scale. Gradient overlays add a premium tone, while the modular composition creates a flexible structure for consistent brand expression.

Campaign Engine

A modular illustration library was built for rapid scene-building across markets, using localized vehicles, environments, and delivery associates to support regionally relevant storytelling. The flat visual style keeps communication clear and accessible, making the system especially effective across educational and informational touchpoints.

Product Launch

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.

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.