Years of experience and industry know-how led Stoked Ride Shop to drop a new brand for skateboarding essentials, Fireball Supply Co. These products promised a smoother ride—in any terrain that comes your way. The only problem? Fine-tuning the brand style, tone, look, and feel to rise above a market that’s been oversaturated since the 90s.

Early in the brand’s inception, I came on board to craft a lifestyle, a vibe, an aura captured through the brand’s visuals. I researched the industry, our products, and the holes in the market to bring something entirely new, yet undeniably essential. 

The brand’s identity focuses on real skaters in raw environments, using Fireball Supply Co. products to ride their way—whether that’s cruising over autumn leaves in the city or finding that fifth gear down a windy mountain road. 

Over my four years, these creative efforts compounded to bring tangible results: a 110% YoY growth. People were not only seeing the message, but buying in. A personal highlight of mine, our weekly email newsletters, garnered some pretty stellar accolades: a 38% Open Rate (up from 10%), 4.8% Click-Through-Rate (up from 2%), and 25% of website revenue. I designed, wrote, and managed these weekly newsletters—they’re a professional “win” I look back on often.