Experience
As a Brand Manager at Rural King, I played a pivotal role in enhancing the company's marketing communication strategies and brand identity. Leading a team of graphic designers, I coordinated innovative marketing campaigns across multiple platforms.
Transforming the Brand
Brand & Creative Managers: Homero Garza | Dalton Benton
Graphic Designer: Isaac Masse
Rural King, a $2 billion retailer with 135 locations throughout the Midwest, needed a significant brand transformation. In 2021, I led a thorough rebranding initiative to tackle various consistency and branding issues that had persisted since the company’s inception in 1960. This project included developing new brand guidelines and working closely with various departments to achieve full alignment with the refreshed company identity.
Signage
Prior to our 2021 redesign, Rural King's store navigation was obstructed by an overwhelming number of ceiling signs, averaging 70 per store. caused signage clutter and visibility challenges. We reduced the signage to only 27 department-specific signs, improving readability and visibility from afar.
There were many consistency issues with store signage prior to the rebrand. Not only was the branding incorrect by location, but the sizes and the incorrect materials caused many issues.
CLICK AN IMAGE BELOW TO LEARN MORE
Social
During my time at Rural King, I was a brand manager in social media. Our pages had a combined following of over 1 million so it was crucial to bring the new branding to social and improve brand awareness. Throughout this process I assisted by setting guidelines and aiding scheduling, content creation, and analytics for our main brand page as well as individual store pages.
Private Label Brands
During my six-year tenure, I had the opportunity to spearhead the design of nine private label brands from start to finish. The brands were developed in categories such as Tools, Automotive, Pet, Clothing, Livestock, Consumables, and more. I also collaborated with legal, sourcing, and other team members to develop a process to review and approving packaging to ensure consistency within the brands.
The artwork displayed on this website was designed and created during my employment with Rural King. While I retain the right to display these works for portfolio purposes, the intellectual property rights, including but not limited to copyright, remain with Rural King. The artwork may also be available for viewing in Rural King stores or online platforms. Any unauthorized use, reproduction, or distribution of the artwork displayed on this website is strictly prohibited. This disclaimer applies to all artwork showcased on this website and does not grant any usage rights to visitors. For inquiries regarding the use or reproduction of the artwork, please contact Rural King directly. Thank you for your understanding.