Real hunt.

Outdoor brands have a clichu00e9 problem. Most of them lean on the same camo-and-orange visual language, and the differences between brands disappear in the search results. I designed the HuntStand refresh to lean on the photography and the editorial voice the team had earned in the community, rather than on category clichu00e9s. The typographic system, the color treatment, and the custom icon library were all designed so the brand reads premium without losing the rugged credibility the audience expects.

The previous site collapsed casual users, pro users, and information seekers into one download story. I designed the new architecture so each audience finds their own conversation. Casual users get a clear product story and an easy path to the app stores. Pro users get a deeper product page with the mapping, weather, and land management tools that justify a subscription. Information seekers land on Field Notes, the media archive, and find years of high-value content that gives them a reason to come back and eventually convert into app users.

I built HuntStand on a custom WordPress install with Advanced Custom Fields running the templates. The marketing team gets modular blocks they can run themselves. Managed advertising was integrated into the publishing tool so the team can place advertising surfaces without touching templates, and per-page search optimization controls are built into the publishing experience so every new page ships with the metadata, schema, and structure it needs to rank.

HuntStand's content archive had been living on an external domain, which meant the search authority was bleeding away from the main brand. I pulled the archive onto the main domain as Field Notes, which is now the editorial spine of the site. Years of high-value hunting and land management content live where they reinforce the app and the brand rather than competing with them, and the architecture was designed so the archive can keep growing without the search foundation falling behind.

I ran the user experience audit on the mobile app during hunting season so I could use the tools where they were actually used. The output was a phased improvement plan the Terrastride development team could ship alongside their own product roadmap. Core elements from the new website design were pulled into the app so the brand reads coherent across both surfaces, and the improvements were sequenced so they could ship without forcing a full app rebuild.

HuntStand sells through partnerships, sponsorships, and direct customer acquisition at the same time, and the marketing material had to support all three. I extended the refreshed brand into display advertising templates, content-rich email layouts, and sales presentation templates the team could adapt for individual pitches. The system is designed so a sales team member can build a custom presentation in minutes rather than starting from blank slides every time, and the brand reads coherent whether the customer encounters it through paid social, an email campaign, or a partner conversation.