Ridge Wallet
Ridge Wallet · Accessories / DTC
Rebranding Ridge's Ad Creative for Gen Z
Brand Refresh · Gen Z Strategy · Static Ads · Social Content
Timeline: 6 weeks
Overview
Ridge Wallet's creative was performing well with millennials but failing to resonate with Gen Z consumers. They needed a creative refresh that felt native to younger audiences without alienating their core demo.
The Challenge
The existing ad creative felt too corporate for Gen Z. Engagement rates among 18-24 year olds were 70% lower than the 25-34 demo. The brand needed to feel authentic on TikTok and Instagram Reels.
The Approach
Conducted extensive audience research on Gen Z aesthetics and communication styles. Developed a new visual language—raw textures, bold typography, meme-adjacent humor—while preserving Ridge's premium positioning. Created platform-native content that felt organic rather than advertised.
Results
CTR among Gen Z increased 62%. Overall social engagement jumped 145%. The campaign generated $1.2M in incremental revenue from the 18-24 demographic in Q1.
