altra running
Altra Running builds footwear for people who want to move naturally through the world. As a designer on the marketing team, this is where the foundation was built. Revenue-driving email campaigns, paid media systems, launch creative, packaging, apparel, and website assets across a brand that takes both performance and craft seriously. It's also where full ownership of the paid media channel began, a responsibility that would evolve into the creative lead role behind some of Altra's most significant launches.
evergreen media
In fall 2023, ownership of Altra's paid media channel expanded to include full design and art direction. The brief was to bring the new brand campaign, Stay Out There, to life through existing content while leading a small team of a motion designer, copywriter, and photographer. It was the beginning of a creative system that would later scale into the integrated campaign work behind VIA Olympus 2, Lone Peak 9, and beyond.
mail time
Working closely with the CRM Manager and copywriters, the email channel became a vehicle for genuine product storytelling, not just promotional messaging. In under two years, the channel grew to represent 17.7% of overall revenue contribution. CTR increased by 0.08%, conversion rate by 1.07% YOY, and total revenue grew by more than 50% from FY22 to FY23. Unsubscribe rate dropped by 0.09% in the same period.
leap into savings
For Leap Day 2024, Altra ran a five-day EOL sale across best-selling styles and apparel. Leading art direction and designing all assets across email, organic social, and paid media, the campaign came in well above forecast. Revenue target was $500k. Actual result: $803k.
30 hours later…
The Speed Project is an unsanctioned ultramarathon running from the Santa Monica Pier to the Las Vegas sign, roughly 340 miles with no official route. Altra fielded a team of elite athletes and a support crew to compete. The run crew apparel was designed for this, built to move with the team through the desert. After the race completed, a series of collages told the story of Altra's journey for organic social, capturing the raw, unscripted energy of what it takes to run through the night and into the next day.
refresh
Altra's original shoe packaging leaned heavily on a flood of white ink with red graphics overlaid. The goal was to evolve that into something more sustainable and cost-effective without losing the brand equity built into the existing visual language. The refresh reduced ink significantly while keeping the packaging unmistakably Altra.