OVERBUILT. NOT OVERPRICED.

When I joined RTIC as its first-ever copywriter, the brand had incredible operational utility but lacked a cohesive, lifestyle-driven identity. Over the course of a rapid growth phase—which eventually led to me co-leading our 10-person creative team—I built and scaled RTIC's foundational brand voice and messaging strategy from the ground up across all consumer touchpoints.

By modernizing our identity through culture-driven campaigns, retail launches, and integrated storytelling, we successfully shifted RTIC from a traditional outdoor gear company to a highly relevant lifestyle brand. This comprehensive creative overhaul directly contributed to a massive surge in brand awareness, scaling it from 22% in 2024 to 40% in 2025.

Below is a look at the foundational messaging systems, rebrand strategies, and creative execution that drove this evolution.