RAW Wheels and Tires
Driving Growth through Strategic and Targeted Email Campaigns
ABOUT
In January 2021, I worked closely with the RAW Wheels and Tires leadership team to spearhead a full-scale rebrand, transforming their identity from a generic corporate image to a bold, high-octane automotive lifestyle brand. The goal was to create a brand that resonated with their core audience—automotive enthusiasts passionate about the lifestyle RAW represents.
Together, we developed an entirely new brand concept that captured RAW’s energy and voice. I crafted detailed brand guidelines that are still in use today, visible across their retail locations and digital platforms. The shift to a lifestyle-driven brand gave RAW Wheels a distinctive identity that reflects the passions of their customers, bringing the brand to life both in-store and online.
THE PROCESS
I worked with RAW Wheels and Tires to lead their brand evolution, translating their corporate identity into an exciting automotive lifestyle brand. Collaborating closely with the leadership team, we defined the brand’s voice and personality, crafting a cohesive set of brand guidelines that spanned in-store and digital environments.
In parallel, I led the email marketing strategy. Each campaign was tailored to resonate with RAW’s target audience, reinforcing the bold new brand voice. The emails featured highly engaging visuals and copy that captured the spirit of RAW Wheels, dramatically increasing open rates, clicks, and customer engagement.
RESULTS
The rebrand was not only a visual success but also deeply resonated with both customers and employees. The new identity was embraced enthusiastically across the organization, from leadership to the frontlines of retail. Employees took pride in representing a brand that reflected the high-energy, bold spirit of the automotive lifestyle. Customers responded positively, engaging more with the brand and feeling a stronger connection to its offerings.
The engagement levels for the email campaigns skyrocketed, with open rates and click-through rates far exceeding industry benchmarks. The client was thrilled with the results of both the rebrand and the email marketing strategy, praising the work for driving customer loyalty and increasing brand recognition across the board.
**Though this work was completed through 1406 Consulting, I’m actively pursuing the opportunity to partner with RAW Wheels and Tires again under Not Brad’s Creative Farm. I’m excited about the potential to build on the rebrand's success and help them drive further growth with fresh strategies, stronger digital footprints, and continued collaboration.