Alvies

Alvies is one of my favorite brands to have worked for, because I got to have a hand in it from the beginning. I was originally brought on as a freelance Creative Director to help rebuild the brand from scratch. Later, I was hired as the VP of Brand & Creative to handle everything from advertising, to awareness building, to running the website, to growth marketing. It’s a pretty rare and beautiful opportunity to have a hand in pretty much everything a brand does, and I’m grateful for it.

Brand Identity

I worked with the company founder (yes, his name is Alvie) to develop the brand platform, persona, tagline and voice for Alvies. We then used that work to create the visual identity with the talented team at Helms Workshop. The result was a unique, fun brand that’s rooted in the spirit of Austin.

Video Series: Designed for Life

The Alvies tagline is Designed for Life, because Alvies boots are so comfortable and so classically cool that you don’t have to be a cowboy to pull them off. And they’re so well made that they’ll last a lifetime — and then some. We wanted to do a series that showed a slice of life for a pair of Alvies. The first video is a brand anthem following a pair of boots from the day they’re unboxed to the day they’re handed down. The rest show a single moment. We created a video for each boot and used them on product pages, as organic YouTube content, and as top-funnel ads on YouTube and social. I concepted, wrote, and oversaw production for these in partnership with the company founder.

Billy Gibbons Collaboration

We we were looking to launch a collaboration with someone who fit the Alvies brand, and Billy Gibbons of ZZ Top was at the top (no pun) of our list. Billy co-designed The BFG boot with Alvie, and we worked with Helms Workshop to come up with some unique elements for a sub brand. I had the couldn’t-even-have-dreamed-it honor of concepting, writing, and directing a video and photo shoot with Billy himself at the legendary Austin venue, Antone’s.