tl;dr: Full re-brand and site rebuild for Cricket forge Full re-brand and site rebuild for Cricket forge
Cricket Forge came to me with more than two decades of exceptional craftsmanship and a growing product catalog, but their digital presence no longer reflected the quality, artistry, or depth of the brand. What began as a website refresh quickly evolved into a comprehensive brand and marketing engagement spanning strategy, storytelling, visual identity, e-commerce, email marketing, and content development.
Working alongside the Cricket Forge team, we refined audience segmentation, developed a complete messaging architecture, established a tone of voice system, and created a visual identity framework designed to support the brand across every customer touchpoint. From photography direction and content strategy to product storytelling and UX refinement, every decision was guided by a desire to create a more cohesive and emotionally resonant customer experience.
The project extended far beyond the website itself. We rewrote core site content, rebuilt the email ecosystem, developed lifecycle marketing flows, established creative standards for future campaigns, and created a scalable foundation that could support both the brand's heritage and its long-term growth. The result is a digital presence that feels more aligned with the craftsmanship behind the work—thoughtful, enduring, and built with intention.
