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Grunt Style is the lifestyle brand that distills pure, 100-proof American fighting spirit and shares it through high-quality, patriotic apparel.
Reincarnation of a fabled website
Revitalize a neglected content channel, engage loyal brand followers and bring new audiences into the Grunt Style community with the redesign and launch of AmericanGrit.com.
Violence, Humour and a Lot of Heart
We set out to reimagine American Grit as a dynamic, standalone media property that projected Grunt Style’s humour, values, and commitment to supporting military personnel, veterans, first responders, and their families. Our team began with audience research, content auditing, and goal setting. We then developed a new prototype and design system that emphasized clarity, exploration, and ease of content discovery. We planned to migrate over 4,000 pieces of legacy content into a rich media hub featuring articles, videos, and podcasts, organized through a robust taxonomy.
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The 30+ categories identified during content mapping presented us with a problem we knew we wanted Material Design to solve. Tags gave us the level of scannability that would bring order to the chaos, that is, 4,000+ articles. It’s a visual way of organizing and having effortless control over a ton of information. The user can quickly find content related to their interests using this design.
Further to the dog tags, we wanted to start categorizing by series, similar to Netflix or other popular streaming apps. There are many podcast and video series by American Grit, so we included a feature page per series that filters by season. These series filters also helped with marketing campaigns related to the series.
– Shan Dhaliwal, Product Manager
Growing the Grunt Style Community
The revamped AmericanGrit.com was met with widespread acclaim, both internally at Grunt Style and among its loyal community. The website saw skyrocketing engagement as it evolved into a vibrant media property that now actively contributes to the brand’s mission.
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The team did a great job. This is exactly what we needed and the new site is awesome. It gives our content and our community a home.
– Tim Jensen, Chief Brand Officer
The updated platform not only supports Grunt Style’s core values and storytelling but also drives new revenue streams through referral traffic. Ongoing agile development has allowed for the continuous enhancement of the user experience, further solidifying American Grit as an essential part of Grunt Style’s ecosystem.
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What drives our success
At the heart of our company lies a commitment to integrity, innovation, and collaboration. These values guide our decisions and shape our culture.
Connect
We build trust through genuine human connection.
Align
We own outcomes completely. Your goals become ours.
Propel
We explore widely, then lead with clear conviction.