Rocky Brands
A leading footwear and apparel company with a portfolio that includes Rocky, Georgia Boot, Durango, Muck Boot, and XTRATUF.
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Services Provided
Rocky Brands required a solution to manage nine unique brands with different identities while simplifying operations, maintaining performance, and delivering a cohesive shopping experience.
Rocky Brands needed a digital foundation that could bring together multiple footwear and apparel brands, each with its own heritage and customer expectations. The existing ecosystem lacked cohesion and made it difficult to launch campaigns or maintain consistency across sites. My challenge was to design an experience that allowed for brand individuality while ensuring a smooth, reliable, and engaging shopping journey across all nine storefronts. The goal was not only to modernize the customer experience but also to provide Rocky’s internal team with the tools to scale and adapt easily.
I designed a flexible, component-driven system that gave each brand a distinct look while streamlining UX patterns and ensuring consistency across the portfolio.
My role focused on creating a shared design language and scalable system that could be adapted across nine brands. To ground the design decisions, I conducted user research that included a competitive analysis, brand personas, and customer service interviews. These insights highlighted gaps in the current experience and helped shape priorities around navigation, product discovery, and brand storytelling. Building on this foundation, I designed modular components that balanced consistency with customization, enabling each brand to highlight its unique voice while maintaining usability standards. Navigation structures were reimagined to guide customers intuitively, and product detail pages were designed to combine storytelling with upsells and cross-brand opportunities. I also optimized layouts for performance across mobile and desktop, ensuring every interaction felt seamless. The result was a design system and platform that not only elevated the customer experience but also empowered Rocky Brands to deliver high-performing storefronts at scale with flexibility for future growth.
