A brand born and launched in five weeks. Zero to $189 jackets.
Content production time reduced by 78%
A founder with a great product, a typewriter, and exactly enough budget for either a brand designer or a marketing team — but not both.
DRFT was a single founder with a single conviction: workwear-inspired men's outerwear made the way it used to be — heavy fabrics, real fit, honest pricing. The garments were ready. The brand wasn't. The website wasn't. The content engine to keep a DTC brand alive after launch definitely wasn't.
Most agencies would have quoted six months and a budget that swallowed the entire first season. The founder needed something faster, leaner, and louder than a polite e-commerce starter kit.
Brand, store, content engine and email automation — designed and built side-by-side in five weeks, then handed over to a one-person team to run.
Brand identity grounded in the workwear archetype but cut for 2025. A Shopify store designed like a photo essay, not a catalogue. An AI content engine that turns each product, each campaign, each email into ten variations the founder can choose between in fifteen minutes.
Five weeks after kickoff, DRFT went live. The first season sold through. The second was already being shot.
Storefront that reads like a story
Product pages designed as photo essays — heavy on craft, light on chatter. Shopify under the hood, custom theming on top.
moves with
you.
AI content engine
One product brief in, ten on-brand variations out: product descriptions, ads, social captions, email subject lines, blog drafts. The founder edits, doesn't write.
Introducing the Trail Series in Navy Blue — built for the mountain, made for the city. Water-resistant, packable, and built to outlast the trail.
Drop is live. Link in bio.
Email automation built for retention
Browse and cart abandonment, restocks, post-purchase, win-backs. Every flow drafted by AI in DRFT's voice, reviewed weekly, edited in minutes.
moves with
you.
The DRFT storefront — launched May 2025, sold out August 2025
Every screen, considered.
Three chapters, six weeks.
Stripping the brief to one word
We threw out the moodboard and asked the founder for the one word that made him start the company. He said 'honest.' Every decision after that traced back to it.
Designing and shooting in parallel
Brand identity, store design, content engine prompts and the launch photo shoot all happened the same fortnight. The result felt born together, because it was.
Launching loud, learning fast
Live the morning of week five. Daily monitoring of metrics, AI prompts tuned twice in the first two weeks based on what was converting.
I was skeptical about AI in a creative business — worried it would make everything feel generic. Flowtix proved the opposite. The systems they built made us faster without making us less creative. The brand feels more 'us' than I thought possible from a five-week timeline.
- Duration
- 5 weeks · 0 to launch
- Industry
- DTC · Outdoor & Lifestyle
- Year
- 2024
- Team
- Founder + 2 part-time