Ridgemont was a unique opportunity to be involved in brand from its inception. Conceptualized as a youthful outdoor lifestyle brand, Ridgemont Outfitters was intended to shake up a stale market segment that was ripe for change. I decided that I would not only accomplish that goal through the visual style, but also in the brands tone of voice and product development. Ridgemont quickly gained an enthusiastic following, primarily through social media marketing, and continues to grow despite a difficult retail landscape.