Austin DupioVisual Communication Designer
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Case 02RuffleButts

Contract marketing designer · Mar to Aug 2022

Campaign systems for web, email, and social.

I adapted each campaign's hierarchy, imagery, and composition for web, email, and social.

Responsive merchandising · Campaign system
RuffleButts campaign webpages adapted across desktop, laptop, tablet, and mobile presentations.
Focus
Ecommerce · Email · Social
Environment
Fast-cycle retail production
Approach
One idea, adapted by channel
Period context
Company revenue +30% · templates coincided with ~40% fewer revisions
Challenge

Move quickly without fragmenting the brand.

Weekly and seasonal promotions had to stay recognizably RuffleButts across storefront, inbox, and social.

Design response

Adapt the campaign, not just the size.

I preserved offer hierarchy, imagery, color, and voice while rebuilding composition for each placement.

Result

Consistent creative at retail pace.

During the contract, RuffleButts recorded more than 30% revenue growth; consistent campaign templates coincided with approximately 40% fewer revision requests.

My role: Contract Marketing Graphic Designer for campaign design, responsive layouts, image selection and production, typography, and channel adaptation.

Responsive merchandising

Campaign layouts for desktop and mobile.

I adjusted the layouts for each screen size, keeping the offer and products prominent.

Web designSix complete campaign homepage variations.
Six full RuffleButts ecommerce homepage designs showing distinct seasonal promotions and coordinated responsive merchandising.
View the complete web gallery

Channel adaptation

Different channels. Different jobs.

Email unfolds the story; social compresses it. Both retain one campaign voice.

EmailOffer, product, urgency, action

Long-form email moves from the primary offer through supporting products and repeated action.

A full-resolution gallery of distinct RuffleButts email campaigns designed by Austin Dupio.
SocialRecognition at feed speed

Compact compositions prioritize one strong image, message, and readable scale.

View the complete social gallery

Integrated collaboration

One collaboration across three channels.

A RuffleButts, RoShamBo, and Alex's Lemonade Stand Foundation campaign adapted across web, email, and social.

Social launch system
RuffleButts and RoShamBo collaboration social campaign with giveaway creative and mobile presentation.
Social and site adaptation
RuffleButts, RoShamBo, and Alex's Lemonade Stand Foundation campaign showing coordinated web-banner, social, and product imagery.
Web merchandising
RuffleButts collaboration website presented on desktop with coordinated campaign creative.
Email campaign system
RuffleButts collaboration email campaign presented across three mobile layouts.

Shown: Austin's web, email, social, and product-presentation work. Collaboration strategy and product ownership are outside this case.

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