OGIO
The Challenge
OGIO's digital creative needs to do two things simultaneously: feel true to the brand's adventurous, travel-forward identity and drive real e-commerce performance. In a brand with an established visual system and a fast-moving production calendar, the opportunities to make an impact aren't always sweeping rebrands or marquee campaigns. They're often smaller, sharper decisions that find ways to incrementally raise the quality of every touchpoint.
My Thinking
Getting the product right before anything else. One of the first things I noticed was a disconnect in the creative for a luggage bundle promotion — a "buy a set and save up to $100" offer that was running with a lifestyle image featuring only a single bag. For a bundle sale to convert, the customer needs to immediately visualize owning both pieces together. I went back through the existing photography library and found an image featuring both sizes of the Vault luggage, swapped it in, and made the offer visually coherent. If the creative doesn't match the offer, the offer doesn't make sense.
Beyond individual asset fixes, I've been focused on finding ways to systematically raise the quality and content of OGIO's emails.
First, I have been adding bag comparison charts more consistently into the emails, giving customers a clearer way to evaluate products side by side and making the path to purchase shorter.
Second, testing new hero layouts. For example, testing a grid-based hero that mixes bag categories and photography styles. Even testing bag categories in the hero, something we've rarely done in the past with the brand.
Neither of these is a single dramatic initiative. They're the kind of ongoing, judgment-driven improvements that define what it actually means to own a brand's digital creative long term.
The work at OGIO is ongoing and cumulative. Each email improvement, test, and asset correction builds toward a more polished, more effective digital presence where the creative consistently earns the quality the product deserves.
I built an animated GIF hero a few years ago that cycled the bag through four environments: motocross, snowy mountains, a nighttime campsite, and a mountain. Rather than asking customers to imagine where they could use a large gear bag, the creative showed them four answers before they could even think to ask. It's one of the pieces I'm most proud of because the concept.
