CORE-O-LO-GY

Equibrand, the parent company behind Classic Rope and Rattler Rope, needed a campaign that reinforced its leadership in rope innovation after a competitor introduced rope core technology as a new differentiator in the market. While Equibrand had been developing and refining core technology within its ropes for years, the challenge was to clearly communicate that history of innovation and explain how their construction approach sets their products apart.

To address this, I developed a campaign concept centered on “Core-O-Logy,” positioning the rope core as the foundation of performance, feel, and durability. The concept reframed the conversation by emphasizing that core technology was not new to the category—it had been part of Equibrand’s rope design evolution for decades. By highlighting that legacy, the campaign positioned Classic Rope and Rattler Rope as innovators rather than followers.

The campaign storytelling focused on key milestones in the brands’ product history, including influential designs such as the MoneyMaker rope and later innovations like XR4. These moments were used to illustrate the progression of rope construction and demonstrate how continuous refinement of materials, manufacturing processes, and core design has shaped the performance characteristics competitive ropers rely on today.

As part of the campaign, I designed microsite landing page concepts introducing the Core-O-Logy narrative and guiding users through the evolution of the product line. These pages combined product history, technology explanation, and brand storytelling to help customers understand the structural differences inside the ropes and how those differences translate into performance.

To support the campaign across digital channels, I also created a series of digital advertising and social media concepts that carried the same visual language and messaging. These pieces highlighted the internal construction of the ropes alongside dynamic rodeo imagery, reinforcing the connection between engineering innovation and real-world performance.

The result was a cohesive campaign concept that repositioned the conversation around rope core technology, demonstrating that Classic Rope and Rattler Rope’s innovation is rooted in decades of design, manufacturing expertise, and feedback from competitive ropers.