THE GOAL: Synonymous with heritage and craftsmanship, Frye boots has always been iconic brand, mostly known for its harness boots. Our mission was to bring to life the modern Frye. To position it as a modern lifestyle brand and launch the brand’s first DTC site. (2015)

THE RESULT: A new-fashioned world - The Frye Life. Distinctly modern built on the brand’s heritage and artisanal craftsmanship. With a fresh voice and brand personality, we launched a content-driven DTC website and brought the brand to life across all channels.

THE DETAILS: A lot of passion and work went into making this happen. This included the brand book, style guidelines, consumer profile, care guide, as well as content roll out across all channels from evergreen site content to email marketing to social influencer editorial.

In addition, I oversaw a team of freelance writers to create very detailed, editorial-driven product descriptions for all 2,500 men’s and women’s footwear, handbags, accessories and small leather good styles at launch.

While in recent years Frye operated as a vertical business, I have continued to consult on the brand from a high level view, including videos and decks for the apparel launch, positioning verbiage for the diffusion line Frye & Co, overseeing product descriptions, as well as other projects.

To this day, I still consider myself a Frye girl…