Case Study: Building Ray - A Lifestyle Brand

Ray is a growing lifestyle brand that blends the lifestyle of Emma and Betsy Ray and is turned into fashion. Inspired mainly by the outdoors. Ray was founded to represent more than just clothing- it represents a way of life. Each piece tells a story through advertising and marketing. As the founder and lead designer, I was responsible for developing the brand from the ground up, including its visual identity, apparel designs, and brand direction.

The challenge was to create a distinctive brand that could compete in the saturated lifestyle market while resonating with consumers who value authenticity and comfort. My biggest challenge of all was to create fashionable camo for women. Just recently I overcame that challenge and I am now a licence holder for Mossy Oak camo. I have begun working on designs and hope to have our first Mossy Oak collection out by January of 2026. 

 

Solution

I built Ray through intentional design and storytelling

Brand Identity: Developed a clean, bold logo that feels timeless yet rugged, the logo pairs with anything and gives an edge to each piece. 

Design Direction: Created original apparel designs including mock-necks, baby tees, shorts, active wear, and more. Each reflecting a unique blend of utility and style.

Graphic Work: Designed specialty graphics like the Ray Fish Camp, using nature-inspired color palettes like hunter green, navy, and mustard. 

Instagram Branding: Curated Ray’s social presence with content that merges product shots with storytelling so that everyone that buys from the collection can feel like they are wearing something meaningful.  

Results

Built a loyal early customer base drawn to the brand’s authenticity and aesthetic. High engagement on social media driven by graphics and branded lifestyle content that feels real and relatable. We have strong demand for limited drops, with many items selling out quickly. 

Key Takeaways

A clear brand story and consistent visual identity are essential in lifestyle branding. Designing every product in-house ensures quality control and brand alignment. I strive to perfect every fit and fabric.