The Overview

In late summer 2025, I transitioned from a corporate career to launch On Trail, LLC. This project is a full-stack case study in brand development and content strategy, built directly upon my experience as an avid trail and ultra-runner. I identified a specific niche: beginner trail runners and road runners who want to transition to trail running.

The core mission: to be a reliable source of support for the "beginner's struggle” which was informed by my own journey in the sport, from my first miles to completing 1/2 marathons, marathons, 25k’s and 50k’s and all the training in-between.

The Challenge

As the sole Art Director, UX Designer, and Marketing Strategist, I needed to translate specialized endurance knowledge into a high-converting digital presence. The goal was to build a profitable, repeatable marketing system and a premium e-commerce platform in time for the Q4 holiday season, starting from zero brand awareness.

The Strategic Solution

1. Brand Personality & "Gear for Every Mile" I defined the "personality" of On Trail as Friendly, Community-Focused, and Trustworthy. Core Messaging: I established the tagline "Gear for Every Mile" to communicate that the brand supports the runner throughout their entire journey, not just at the finish line.

• Visual Identity: I developed a minimalist logo and an "outdoor-native" premium color palette. The typography was selected specifically for high readability on mobile devices.

2. Repeatable Visual Systems (Content Strategy) To drive consistent organic growth, I developed a repeatable visual system for social media. This involved creating three distinct content "buckets":

• Tips & Tricks: Information-dense graphics designed to establish brand authority.

• Motivational Sayings: High-engagement visual assets designed for share ability and community building.

• Blog Posts: focusing on my experiences, lessons learned and where to find trails

3. Digital Build (Shopify) I curated the product catalog and built the storefront on Shopify, prioritizing a seamless customer journey. By integrating my content strategy directly into the commerce experience, I transformed a retail site into a continuous marketing system and community resource.

4. Performance Marketing I launched a multi-channel digital strategy across Meta, Google, and Pinterest. Through rapid iteration, I discovered that clean photography paired with "nice big copy" resonated best with the target market, cutting through the digital noise of the holiday season.

The Results (Q4 2025)

The brand launch saw immediate traction, validating the "Founder-Led" approach to design:

• October: Surpassed the $100 "Proof of Concept" goal.

• November: Scaled to $1,000 in sales.

• December: Surpassed the $5,000 holiday goal.

The Founder’s Perspective

Building On Trail has been a masterclass in the "business of design." By acting as both the owner and the designer, I’ve learned to pivot quickly based on data. If a design element isn’t driving engagement or conversion, I adjust. This experience makes me a significantly more effective partner for corporate clients because I don't just design for aesthetics—I design for growth, ROI, and a seamless customer experience.

Looking Ahead: 2026

Following this successful launch, I am preparing for a major expansion in 2026, including scaling digital ad spend, expanding the product line, and deepening community engagement through interactive digital content.

ontrailgear.com