DEFINING THE PROJECT
Ironclad Performance Wear is the brand leader in technical, task- specific, performance work gloves. As Graphic Designer, I worked directly with the Marketing Manager and VP of Marketing on projects that included Ironclad’s brand awareness and expanding marketing initiatives. Duties included website maintenance, social media strategy and content, trade shows and events, content management, photoshoots, and print projects.
Art Direction, Marketing, Packaging, Print Collateral, Trade Shows
Photoshop, Illustrator, InDesign, WordPress, PowerPoint
Ironclad Performance Wear gloves deliver exceptional performance and safety through technology, design and engineering.
Setting the standards
A well-developed brand standards guidebook is an essential tool for establishing brand identity. Upon coming onboard at Ironclad, the marketing team spent months rebranding to achieve a modern and cleaner look. Not having any previous branding guidelines to go by, I created this guidebook as a key document to help content creators communicate a consistent message to the Ironclad audience. It’s a great asset for creating consistent, on-brand content.
All internal and external marketing collateral was updated to reflect the updated brand standards. Everything from sales sheets, product packaging, POP displays, proposals, PowerPoints, catalogs and promotional pieces were brought up to date with the now current standards.
The International Product Guide showcases all gloves sold by Ironclad Performance Wear detailing the features and benefits of each glove.
All New Website
With the Marketing Manager, together we moved the entire Ironclad website from an antiquated HTML site to a new CMS (WordPress) utilizing Shopify for product purchase. This drastically improved the websites aesthetics and functionality, while also increasing the average time spent on the site – in turn, increasing product sales.
SOCIAL MEDIA STRATEGY
An entirely new social media campaign was created and deployed with the goal of increasing audience size and engagement. A social media calendar for short and long term efforts were defined by the Marketing team, ensuring that the content for social media channels be delivered in accordance to the strategy set forth.
While working at Ironclad, Ironclad EXO wad developed. The Marketing team worked together to create an entirely new brand and visual identity for this sub-category under the Ironclad umbrella.
Building a new brand
Defining Ironclad EXO: “We made a special line of gloves for those getting greasy in the garage, another for those that go around the house being a fixer-upper. For those roughing it out in the wild, we got you covered and if you’re building a sky-scraper or working with heavy equipment then we’ve got you covered, too. We have gloves for you. Good ones, too. They don’t break the bank and you’re gonna dig ‘em.”
Displaying the Ironclad EXO product line, this lookbook is used by the sales team as marketing material for future customers.