In 2022, New West KnifeWorks began to produce small batches of limited edition semi-custom knives. In the factory, knife makers, who are artists, found inspiration through curiosity and experimentation. A limited edition product was born, when something exceptional was crafted, and the makers knew they could replicate it a few times. It was my job to tell the story.

I collaborated with internal teams to design roll-out strategies, learning from each iteration. I directed photography and video acquisition, wrote product copy and scripts, and built the product landing pages. I designed teaser email flows and social assets to pique interest and funnel customers. Below is a collection of limited-edition product launch emails. The audience segments were so effective that most of these limited edition blades sold out in just a few hours.