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Grunt Style
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Grunt Style is a lifestyle brand that distills pure, 100-proof American fighting spirit and shares it in the form of high-quality patriotic apparel.
Reincarnation of a fabled website
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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.<br><br>We then developed a new prototype and design system that emphasized clarity, exploration, and ease of content discovery. The site was transformed into a rich media hub featuring articles, videos, and podcasts, organized through a robust taxonomy. To reduce the team’s publishing overhead and encourage a disciplined process, we implemented clear content models and launched the new site on Webflow, optimizing efficiency for continuous content updates.
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Growing the Grunt Style Community
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The revamped American Grit 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. 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.