Country Outfitter realized that the voice of the brand had moved almost entirely towards women’s fashion and further from the online destination for men’s boots and work wear. It was time to give men their own experience. I was entrusted with the project and given the freedom to rethink the CO Men’s brand from the ground up, with new colors, art direction, messaging, and user interface. We worked to create a full online ecosystem, complete with custom desktop, mobile, and email layouts. When we presented CO Men to partners at the annual Denver conference, the response was overwhelmingly positive.