When Ruggable exploded onto the scene in 2018, the company created an entirely new category and disrupted the home goods space overnight. But fast-forward a few years, with competitors piling in and consumers re-entering the world post-COVID, the brand faced a new mandate: cut through a crowded category and evolve beyond the tired DTC aesthetic into something more timeless, human, and genuinely resonant.

In 2024, I led Ruggable’s full-scale brand evolution, partnering closely with agency MadeThought. This included redefining our visual expression and tone of voice, redesigning packaging from structure to artwork to improve our unboxing experience, and overhauling the site.

We anchored the rebrand around a new tagline, Let Life In, and a global TV campaign featuring five spots (three created in-house, two with agency partner Quirk). The creative shift was intentional: ditch the sterile, museum-perfect interiors the industry loves and showcase the real, unruly, wonderful chaos of everyday life. Instead of speaking like a faceless, overly earnest brand, we adopted a voice that feels like a real friend. A friend who acknowledges that life IS crazy and spills, while inevitable, are oftentimes the sign of a life well lived. One who won’t pretend a washable rug makes the stress disappear, but instead gives you permission to focus on the moments that matter.

Our in-house hero spot, Voicemail, became Ruggable’s top-performing TV ad to this day, and the campaign delivered double-digit lifts in both brand awareness and brand sentiment.