WORK & THE REST OF IT
A full-funnel campaign built on one simple insight:
Duluth customers don’t clock out—they shift gears.
Big-picture brand lines distill the campaign’s central idea, establishing a clear, ownable voice and setting the tone for every touchpoint.
CONCEPT & STRATEGY
Built on the insight that customers don’t clock out, just shift gears. The brand had an opportunity to expand the perception of its products beyond workwear into everyday versatility.
“Work & The Rest of It” positions Duluth gear as built for both sides of the day, capturing the shift between the 9-5 and the 5-9.
EXECUTION
Led full-funnel copy development from awareness through conversion, translating the concept into campaign messaging and product storytelling. Ensured consistency across digital and retail channels.
IMPACT
Campaign contributed to strong seasonal performance across channels, with increases in web visits, average order values, email sales, and retail sales,supporting overall revenue growth.
CAMPAIGN EXECUTION
The campaign is executed across digital and social channels through lifestyle-driven storytelling and real-world moments. Each touchpoint reinforces the core idea, showing Duluth gear in context—from work to downtime—in a way that feels natural, cohesive, and true to the brand.
LOWER FUNNEL CONVERSION
LOWER FUNNEL PRODUCT-FOCUSED MOMENTS
EMAIL PRODUCT HIGHLIGHTS
