TAFT

A rapidly growing direct-to-consumer mens footwear brand seeks to refine and standardize its voice

TAFT is a startup men’s boot and shoe brand adored by NBA stars like Dwyane Wade, every day dudes like my buddy Tim, and just about every type of guy in between. The boots are super high quality, the designs are attention-grabbing, and the price is right—given the direct-to-consumer model TAFT employs. But just as central to the young brand’s meteoric rise is its founder, Kory Stevens. Stevens—along with his wife Mallory—didn’t just start the company; they are visibly at its helm, and very much its kind, sincere, welcoming, and self-aware voice.

The problem is, Kory and Mallory are super busy running TAFT and being parents and partners and generally well-rounded human beings. So I was brought in to help develop a brand manifesto based on Kory, so that other members of the team’s lean marketing team could better handle creating assets in-line with the brand/Kory’s now-distinctive voice.

Additionally, on a freelance basis I chipped in with email copy, Facebook ads, product descriptions, and content strategy.