Tecovas Woman

Expanding Brand Strategy Through Research & Mentorship
Client: Tecovas
Agency: Rebel (Contracted as a Design Partner)
‍Industry: Retail / Apparel
‍Role: Designer & Strategist Year: 2019
Tecovas-Header-2022-1

Project Overview

Tecovas partnered with Rebel to expand their brand strategy team and develop a mentorship-driven approach to customer research. This collaboration provided the Tecovas team with the tools to better understand their audience, improve customer segmentation, and explore new product opportunities.

My role in this project included visual storytelling, data visualization, and strategic design for research-driven insights and customer journey mapping.

Defining the "Tecovas Woman"

Brand Positioning & Messaging – Defining an inclusive brand approach

Campaign Ideation & Strategy – Exploring new messaging opportunities

Cultural & Trend Analysis – Evaluating brand identity within modern consumer trends

Creative Influence: A curated Spotify playlist to embody the brand mindset

Deliverables: Brand persona guidelines, mood boards
mockuplightbrown

Tecovas Woman: Brand Persona & Mood Board

Persona Overview

Name: The Tecovas Woman
‍
Demographic: 25-45 years old, stylish, confident, and adventurous.
‍
Lifestyle: Values authenticity, quality craftsmanship, and Western heritage but embraces modern trends.
‍
Psychographics: Independent, trend-conscious, enjoys blending classic Western style with contemporary fashion influences.

Key Takeaway: She is both classic and modern, balancing heritage and innovation.

Brand Positioning & Messaging

Authenticity & Heritage – Celebrating the craftsmanship and tradition of Tecovas, ensuring that messaging stays true to Western roots.

Modern Elegance – Showcasing how the Tecovas Woman blends rugged Western elements with refined, feminine styling.

Confidence & Independence – Emphasizing boldness and self-expression through fashion and storytelling.

Brand Voice: Confident, warm, empowering, and storytelling-driven.

Visual Identity & Mood Board

Color Palette: Earth tones, warm neutrals, deep blues, and soft desert hues to evoke natural beauty and classic Western styling.

Inspiration: Classic Western photography, high-fashion editorial shots with rugged landscapes, modern Western styling mixed with timeless silhouettes.

Textures & Materials: Suede, leather, denim, and fringe details paired with structured elements.
moodboard

Tecovas Woman: Brand Persona & Mood Board

Campaign Ideation
& Storytelling

Photo Direction: Outdoor, cinematic, and dynamic shots that capture movement and authenticity.

Playlist & Cultural Influence: A curated Spotify playlist blending classic country, folk, and modern Americana to capture the spirit of the Tecovas Woman.

Video Concept: A day in the life of a Tecovas Woman—morning coffee on a ranch, city outings, and adventurous road trips.

Brand Experience Recommendations

Influencer Partnerships – Collaborate with Western fashion influencers and lifestyle content creators.

Social Media Storytelling – Feature real Tecovas women styling their boots and apparel in authentic settings.

Retail & In-Store Experience – Create an immersive, experiential shopping journey highlighting craftsmanship and styling inspiration.

Final
Thoughts

The Tecovas Woman embodies timeless Western style with modern sophistication. By embracing this balance, Tecovas can further expand its female audience while staying true to its core brand values.

Next Steps:
Develop targeted campaigns, refine brand storytelling, and expand Tecovas' influence within the modern Western fashion space.
Web-TecovasTecovas-Emails-Shirting-And-Outerwear-2
Let’s turn your ideas into a stunning reality
Let's Connect
Back to top