Bringing an iconic legacy brand into the 21st century

Started in 1861, Gump’s is an iconic San Francisco brand that has seen its share of changes. Its business model has evolved, but one thing has remained constant: a devotion to exquisite craftsmanship and elegant design. Marketing is a reflection of that brand promise, requiring an elevated aesthetic and technical sophistication.

Gump’s partnered with my team at the Grit Group during the relaunch of their San Francisco storefront, where we focused on anchoring their digital presence in a robust email marketing program and upgrading their Shopify e-commerce templates.

With an older email list and a brand new client marketing team, we started from scratch to define style, structure, and strategy. Together we developed an efficient, cross-functional workflow that allowed us to add thoughtful, luxe designs, and ongoing measurement—all resulting in huge revenue gains. Through a combination of industry best practices and testing, we arrived at a series of email formulas and webpage designs that embraced the complexity of the medium and the essence of the brand.