• Kitanica Instagram Revamp

  • Kitanica SHOT Show Promo Poster

  • Kitanica New Product Launch Email

  • Kitanica New Product Launch Email

  • Kitanica Promo Email

  • Kitanica Item Spotlight Email

  • Kitanica New Product Launch Email Specs

  • Kitanica Brand Kit

KITANICA: A Rugged Comeback Story

Revitalizing a heritage brand with bold strategy, authentic storytelling, and revenue growth.

My Approach

1. Brand Positioning & Messaging

  • Recast Kitanica’s voice to emphasize durability, functionality, and authentic outdoor spirit

  • Developed new taglines and storytelling pillars: Tougher Than Your Toughest Day, Built to Last Since 1995, Built to Outlast.

2. Website Overhaul

  • Led a complete revamp of the ecommerce site to improve UX and brand storytelling

  • Optimized for mobile and conversion, with immersive product pages highlighting craftsmanship

3. Instagram & Social Media Revamp

  • Curated high-impact, lifestyle-driven content blending rugged outdoor imagery with product features

  • Grew Instagram engagement significantly by building a community of outdoor enthusiasts

4. Product Strategy & Retail Growth

  • Oversaw product assortment development focusing on rugged, overbuilt workwear essentials

  • Initiated seasonal campaigns and aligned product launches with marketing efforts

  • Expanded retail partnerships to grow physical presence in key markets

5. Customer Loyalty Program

  • Designed and launched Kitanica’s first-ever loyalty program to reward repeat customers and build advocacy

6. Revenue Growth & Marketing ROI

  • Increased YOY revenue from 1.5M to 3.2M in under 8 months

  • Efficient marketing spend throughout Meta, Google, Pinterest, and Reddit

When I joined Kitanica, a brand known for tough, overbuilt workwear but struggling to connect with today’s adventurous consumers, I saw an opportunity to breathe new life into a 25+ year-old name. Through a comprehensive overhaul of marketing, product strategy, and customer engagement, I helped Kitanica reclaim its space as the go-to rugged apparel brand for outdoorsmen and women.

The Challenge


Kitanica is a legacy brand with a fiercely loyal following—boasting an impressive 86% return customer rate—but its marketing had fallen far behind. The brand had recently invested heavily in product development and international expansion, yet its digital and customer-facing presence hadn’t kept pace.

With an outdated website, aging graphics, minimal social media presence, and no real email marketing strategy in place, the brand was not telling its story effectively. Despite its incredible durability and cult-like customer base, Kitanica lacked the modern tools and positioning to scale. It needed a full-scale marketing evolution to match the quality of its products and unlock its growth potential.

1. Outdated Digital Presence
Kitanica's website and visual assets hadn’t been meaningfully updated in years. The user experience was clunky, graphics were dated, and mobile optimization was lacking.

2. Fragmented Brand Identity
Originally rooted in tactical gear, Kitanica was in the midst of transitioning into rugged, overbuilt workwear and outdoor gear—a necessary and exciting pivot, but one that left its messaging disjointed.

3. Limited Retail Footprint
Despite having a strong return customer base, a very minimal retail presence limited both visibility and trust with first-time buyers.

4. Low Customer Engagement
The brand lacked consistent, meaningful touchpoints with its audience.

5. Underwhelming Sales Performance
Without strong marketing, product awareness, or promotional campaigns, sales lagged far behind the product’s potential.

Impact & Results

  • Website traffic and conversion rates up by 176%

  • Instagram followers and engagement tripled

  • Established Kitanica as a respected name in rugged apparel once again

  • Secured notable partnerships including a 3-month sponsorship flight on Joe Rogan’s podcast