THE FRYE COMPANY

Blending heritage with modern design — reimagining Frye’s digital presence to honor craftsmanship while elevating the shopping experience.

FRYE ICONS | BRAND BUILDING

The concept of 'Frye Icons' emerged as a powerful branding strategy, a vision I crafted to highlight our heritage footwear that remains central to our brand's identity. Recognizing the importance of social context, I was able to tailor the branding of our key heritage styles to resonate with a younger generation of customers, drawing connections between our heritage pieces and today’s cultural moments.

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Frye Icons – 10

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'IN MY FRYE ERA' CAMPAIGN

I created the "In My Frye Era" campaign for SS24 to tap into social media movements and foster a deeper connection with our audience. It quickly became one of our standout campaigns, resonating so well that it continues to thrive with fresh fall updates. What made it even more exciting was seeing customers adopt the language themselves, proudly saying they were "In their Campus Era." This shows that when we speak, our customers listen and engage with our message in meaningful ways.

FRYE VIP | LOYALTY REBRAND

The 'Frye VIP' loyalty program rebrand was a vision I spearheaded, focusing on creating a bold and impactful experience for our customers. With many Frye shoppers being first-time buyers, I aimed to transform loyalty into a lasting relationship through personalized rewards and exclusive access, while establishing the program as its own distinct brand within the Frye umbrella. This initiative is crucial for encouraging repeat purchases and turning one-time buyers into devoted customers who eagerly return for our newest collections year after year.

REVENUE DRIVING CAMPAIGNS

Here are some key sale campaigns which were top revenue-drivers that not only significantly boosted sales but also shaped and reinforced the brand's identity.