From Nottinghamshire to Florida: The 6-Month Transformation of Field Traditions
When we first met Michael and Gina, founders of Field Traditions, it was clear we shared more than just a love for the countryside. Their passion for outdoor traditions like hunting and foraging mirrored my own deep connection to the outdoors, shaped by my Nottinghamshire upbringing. Working with Field Traditions felt like a dream from day one, as we bonded over our shared appreciation for conservation and creating memorable experiences in nature.
Meet Field TraditionsField Traditions is a Florida-based brand deeply rooted in outdoor traditions, offering timeless, high-quality products like leather goods, hunting essentials, barware, and outdoor furniture. Their mission? To elevate countryside adventures with products that blend ruggedness and elegance, all while preserving and celebrating the outdoors.
Despite their passion and vision, Michael and Gina struggled to communicate their brand story effectively. Their WordPress website lacked the polish they desired, and their audience was drawn more to their Instagram lifestyle imagery than their products. They aspired to create a more cohesive and professional look that appealed to both male and female audiences, with a clearer customer journey that translated followers into loyal customers.
The ChallengeBefore working with The Brand Muse, Field Traditions faced several challenges:
Inconsistent Branding: Their messaging felt disjointed, and their aesthetic lacked the sophistication they envisioned.
E-commerce Limitations: Selling through Instagram alone left them without a clear call to action or customer journey.
Low Website Performance: Their WordPress site struggled with SEO and failed to reflect the quality of their products.
They needed a brand transformation that would reflect their ethos, connect with their audience emotionally, and drive sales.
Our ApproachTo solve these challenges, we immersed ourselves in the Field Traditions world, adopting a collaborative approach that made us feel like an extension of their team. Michael and Gina quickly became more than clients—they became part of The Muse family.
1. Strategy and Planning
We started with in-depth strategy sessions, digging into the heart of their brand values and vision. Together, we crafted a comprehensive strategy that aligned their love for outdoor traditions with a modern countryside aesthetic. Mood boards and regular feedback loops ensured every step reflected their unique ethos.
3. Capturing the Story
In Florida, we conducted a two-day photoshoot that brought their brand to life.
Day 1: A family BBQ setting showcased picnic gear, glassware, and firepits, highlighting the lifestyle behind the products.
Day 2: A field-based shoot focused on hunting essentials and leather goods, blending heritage with functionality.
Having my mum, Trudi, assist as part of the team made this experience even more special—a memory I’ll always treasure.
2. Visual Identity and Website Transformation
We transitioned their website to Shopify, creating a visually immersive and user-friendly e-commerce platform. Advanced filters, SEO optimisation, and clear navigation simplified the shopping experience, while tailored Klaviyo email workflows nurtured their growing customer base. Their new site launched just in time for hunting season, offering a seamless journey from discovery to purchase.
4. Content Creation and MessagingWe refined their messaging, launching the “Long Live the Hunt” tagline to embody their passion for outdoor traditions. This extended to the Long Live the Hunt Club, a new email subscription service that continues to strengthen their customer relationships.
The Results
The transformation has been remarkable. Since launching their new website and refined branding, Field Traditions has seen:
Increased Sales: Significant growth in website traffic and reduced bounce rates.
Enhanced Brand Loyalty: Customers now connect emotionally with the brand, recognising its authenticity and quality.
Stronger Online Presence: Lifestyle content, paired with strategic calls-to-action, drives engagement and conversions.
Looking AheadOur journey with Field Traditions is far from over. Plans are already in motion for a 2025 campaign photoshoot and an exciting secret project that Michael and I are collaborating on. Their dream of becoming a leading name in the outdoor lifestyle space feels closer than ever—and we’re thrilled to be part of it.
Michael and Gina often say they wish they’d met us sooner, and honestly, we feel the same. They’ve not only been dream clients but also partners who’ve inspired us along the way. As we continue to work together, the bond we’ve built reminds us why we do what we do—to help brands tell their stories and create legacies.
Ready to Transform Your Brand?If you’re inspired by Field Traditions’ journey, let’s chat! Together, we can elevate your brand and create something truly iconic.