King Ranch isn’t just a charming brand name. It’s a real ranch in Kingsville, Texas that occupies an area larger than the state of Rhode Island. But even with such a sizable geographic footprint—their digital reach needed some help. Along with collaborating with the creative team and our clients, I wrote monthly emails to highlight sales and promotions.

When I began working on this content, I did a mini-brand audit and came up with a line to help establish a north star for our email campaign: “rugged meets refined.”

Working with design, we were able to infuse that essence into each of the email examples here.