Pecos

Based in Austin, Pecos set out with a bold mission: to design the finest American-made products for outdoor work and cooking. Their flagship product, the Pecos Table, carried that promise in its craftsmanship, but the brand struggled to gain traction in a crowded market. Partnering with Matt Oczkowski of HUMN Behavior, I worked to reshape the story and bring the brand to life in a way that would resonate with its audience.

Together we built a clear narrative and identity, developed an ambassador program to grow grassroots credibility, and launched a new eCommerce experience that made the products feel as premium online as they did in person. The result was a brand positioned not just for Texas outdoorsmen, but as a champion of American craft and outdoor culture.