Experience
During my tenure at Rural King as a Brand Manager, I made key contributions to the company's marketing communication efforts and brand identity. Leading a team of graphic designers, I orchestrated creative marketing initiatives across various channels.
Transforming the Brand
Brand & Creative Managers: Homero Garza | Dalton Benton
Graphic Designer: Isaac Masse
As a $2 billion retailer with 135 locations across the Midwest, Rural King's brand transformation was imperative. In 2021, I spearheaded a comprehensive overhaul of Rural King's branding, addressing numerous consistency and branding issues dating back to its founding in 1960. This project involved the creation of new brand guidelines and close collaboration with multiple departments to ensure complete alignment with the company's revitalized identity.
Signage
Before our 2021 redesign, store navigation at Rural King was hindered by an excess of ceiling signs, averaging 70 per store. This led to signage pollution and visibility issues. We streamlined signage to just 27 department-specific signs, enhancing readability and visibility from a distance.
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.