Schaefer’s core customers had been with them for decades. The brand was anchored by printed catalogues and transitioning to being more digitally driven. They needed to update their look and attract new customers without alienating their base.

The brand was heavily rooted in workdays on the ranch, but every Ranch Hand goes home to their family at night, takes vacations, and spends time with friends. “For Land. For Life.” expanded the brand beyond work hours.