Rocket Dog was born in the 90s and quickly became a California-inspired, cult-fave footwear brand. Though, by the mid-2000s it had lost its voice and lacked impact in the footwear landscape. The challenge was to reignite Rocket Dog and position it for rediscovery with highly coveted consumers. It needed a voice and look which would resonate with Millennials and Gen Z.
Leading the rebrand, I went back to Rocket Dog’s roots and crafted a relevant spirit and point of view that was part nostalgia and part girlhood empowerment.
I created a strategy, the tone and voice, and brand guidelines which were translated across web, email and social media. I cast and directed photography for the brand and created content for social media channels. I repositioned the editorial calendar to focus on three pillars: trends, style features and building brand awareness. As copywriter I wrote for e-commerce, emails, social media posts and product descriptions.
As Rocket Dog turned 20 it was reborn. Millennials and Gen Z took notice. Revenue increased online, social media engagement grew and Rocket Dog gained new retail partnerships with Urban Outfitters and Forever 21.
Brand guidelines included logo, typography, palette and tone of voice. The Rocket Dog tone of voice should be inherent to the brand. We embrace authentic style. We celebrate diversity and originality. We speak one-on-one with a casual, fun, fearless confidence. Everyone is welcome.
Social media employs use of our color palette. It is not slick. Posts should not be “overproduced”. Our aim is to create an environment where we not only engage with followers, but encourage followers to engage with each other.
Rocket Dog on the run with swag for in-store GWP, events, and as part of the packaging experience when customers purchase directly from rocketdog.com.
