Project Overview

American Rebel is a publicly traded lifestyle and patriotic brand known for its safes, concealed carry gear, apparel, and American Rebel Beer. As the strategic brand and creative partner, Born worked closely with executive leadership to shape and unify American Rebel’s visual identity, drive growth across divisions, and establish a powerful presence across digital and physical channels. Our creative direction extended from core branding through to new product development, marketing, and high-impact campaign execution.

Objectives

• Unify and Breathe the Brand
  Align American Rebel’s brand across all product verticals (safes, beer, apparel, soft goods) while preserving its patriotic, freedom-first identity.
• Drive Brand Awareness & Market Penetration
  Launch new product lines and grow brand visibility across digital, retail, and traditional marketing efforts.
• Create a Scalable Marketing System
  Build a full-funnel strategy to support recurring campaigns, original content, and platform-wide performance.
• Support Sales with High-Impact Assets
  Build sales tools, websites, pitch decks, collateral, and in-store materials to fuel B2B and B2C sales growth.

Scope of Work

Born delivered a comprehensive creative and strategic solution spanning:

Branding & Creative Direction

• Directed and executed rebrands for multiple product lines (Beer, Apparel, Safes, Soft Goods)
• Developed full identity systems: logos, typography, color palette, and brand usage guides
• Created sub-brand marks for American Rebel Beer and divisions like American Rebel Concealment

Website Design & Development

• Designed and built high-converting websites in Webflow and WordPress
• Migrated hosting infrastructure (e.g., WP Engine to SiteGround via Cloudflare)
• Integrated reviews, e-commerce, product CMS, custom animations, and scalable layout systems

Marketing Strategy & Campaigns

• Built and managed end-to-end marketing funnels: email, SMS, Meta, Google, and influencer outreach
• Developed campaigns for American Rebel Beer, with full creative support from concept to production
• Oversaw media buying and creative strategy for ongoing digital ad campaigns

Sales & Investor Collateral

• Created pitch decks, POS displays, in-store signage, product packaging, and investor decks
• Designed pitch decks and business cases for fundraising, distribution, and retail expansion

Content & Social Media

• Directed and produced social content, brand storytelling, product shoots, and short-form video
• Managed a cohesive content engine that tied into seasonal and media campaigns

Executive-Level Strategy

• Advised the CEO and COO directly on brand architecture, market analysis, and positioning
• Proposed and launched new business arms (e.g., Beer division), building launch strategies from the ground up