Campaign systems built for web, email, and social.

I created coordinated creative for recurring promotions, seasonal launches, and collaborations, adapting each campaign to the hierarchy, dimensions, and reading behavior of its channel.

Focus: Ecommerce · Email · Social
Environment: Fast-cycle retail production
Approach: One idea, adapted by channel
Outcome context: 30%+ revenue growth · ~40% fewer revisions

Challenge

Move quickly without fragmenting the brand.

Fresh weekly and seasonal promotions still needed to feel recognizably RuffleButts across the storefront, inbox, and social feed.

Design response

Translate the campaign. Never just resize it.

I kept the offer hierarchy, image family, color story, and voice connected, then rebuilt composition and information density around each placement.

Result

Consistent creative at retail pace.

Coordinated web, email, social, and collaboration creative was delivered during a contract period in which RuffleButts recorded more than 30% revenue growth. Consistent campaign templates coincided with an approximately 40% reduction in revision requests over the same period.

My role: Marketing Graphic Designer (contract), responsible for campaign design, responsive layout, image selection and production, typography, and cross-channel adaptation.

Responsive merchandising

One campaign logic, rebuilt for the screen.

Desktop and mobile executions preserve offer clarity and brand recognition while changing hierarchy for the actual viewing context.

Austin Dupio's RuffleButts responsive web design board showing coordinated ecommerce campaign pages. — Web designResponsive campaign hierarchy across devices.

Channel adaptation

Different channels. Different jobs.

Email sequences the story. Social concentrates it. Both remain recognizably part of the same campaign family.

Austin Dupio's RuffleButts email design system showing campaign hierarchy and mobile modules. — EmailOffer, product, urgency, action
Long-form sequencing moves from the primary promotion through supporting products and repeated action.

Austin Dupio's RuffleButts social design system showing seasonal campaign families. — SocialRecognition at feed speed
Immediate compositions prioritize a strong image, one clear message, and platform-scale readability.

View full email project View full social project

Integrated collaboration

RuffleButts × RoShamBo × ALSF.

Selected web and social creative carries one collaboration across distinct placements while preserving hierarchy and brand recognition.

RuffleButts collaboration website presented on desktop with coordinated campaign creative. — Web merchandising

This section shows the specific web and social pieces in Austin's published portfolio. Broader collaboration strategy and product ownership are not claimed.

Published evidence

View the complete project sets.

Web design Email design Social media Collaboration

Campaign work shown comes from my published 2022 web, email, social, and collaboration projects.