SAMSON MANUFACTURING

Creative Direction, Catalogue Design, Brand Execution

Owned creative strategy and execution across product launches, catalogue design, photography and brand storytelling in the firearms industry.

  • Samson Manufacturing is a U.S.-based firearms accessories company known for precision-engineered components and modern reinterpretations of legacy designs.

    The brand needed cohesive creative leadership across:

    • Product launches

    • Annual catalogue production

    • Photography

    • Brand voice

    • Digital and print assets

  • The brand’s creative and marketing efforts were fragmented across channels.

    • Catalogue and digital assets lacked consistent hierarchy

    • Product pages were technically detailed but not optimized for search visibility

    • SEO was underdeveloped

    • Marketing execution required a single point of creative ownership

    The opportunity was to align creative direction with measurable digital performance.

  • Before consistent creative oversight:

    • Brand visuals lacked cohesion and depth across platforms

    • Product storytelling was sales-heavy but not emotionally compelling

    • Catalogue production required centralized management

    • Photography and copy were fragmented

    The company needed someone to own the brand execution end-to-end.

  • Brand Manager / Creative Lead / Art Director (De facto)
    Digital Marketing & SEO Lead / Social Media

    I owned both the creative and the digital growth strategy, including:

    Creative

    • Led and designed the annual product catalogue

    • Established layout systems and typographic hierarchy

    • Wrote the majority of product copy

    • Conceptualized and executed photoshoots for both product and lifestyyr

    • Directed visual standards across print and web

    SEO & Digital Marketing

    • Performed keyword research specific to firearms accessories market

    • Optimized product pages for search intent and discoverability

    • Rewrote metadata (titles, descriptions, headers)

    • Structured content for improved organic ranking

    • Built internal linking systems

    • Supported email marketing campaigns

    • Contributed to overall digital strategy and traffic growth

    • Increased brand consistency and brand awareness

    • Streamlined catalogue production workflow

    • Elevated visual professionalism across platforms

    • Helped to increase online sales by 50% year one and 25% year two.

    • Increased social engagement significantly

The purpose of this video was to give a broad overview of the Samson shop as all as the finishing side of the business through SNF Finishing.

Create Together Bundle_Lifestyle_I created this video from concept to completion.

The purpose of this video was to showcase the Field Survivor tool in use - sort of a lifestyle video. This was the first longer form video I produced. I created this from concept to completion.

Strategy

Unify the Brand System

I aligned catalogue design, website messaging, product photography, and marketing materials into a cohesive visual and verbal system. Typography, layout hierarchy, tone of voice, and imagery were standardized to reinforce precision, heritage, and engineering credibility at every touchpoint.

The focus was consistency, because consistency builds trust.

Elevate Product Positioning

Rather than listing features alone, I reframed product copy to lead with performance, application, and customer benefit, while maintaining technical authority. This strengthened perceived value and clarified why each product mattered in real-world use.

The goal wasn’t more words, it was sharper positioning.

Integrate SEO into Messaging

I implemented keyword-informed copywriting across product pages, optimized metadata and headers, improved internal linking structure, and aligned search intent with product messaging.

SEO was not layered on top, it was embedded into how the brand communicated.

Centralize Creative Leadership

I led catalog production from concept through print, photographed approximately 90% of product imagery in-house, wrote the majority of product copy, and coordinated production timelines. Centralizing creative execution reduced reliance on external vendors while strengthening brand cohesion.

Ownership created clarity.