Company description: Launched in 2004, Rugby translates Ralph Lauren's legacy of authentic prep into an eclectic, irreverent collection for young men and women. Cool and rebellious, vintage varsity and heritage classics are interpreted with a chic downtown flair and playful, sexy vibe for an individualistic approach to personal style. Iconic logos, vintage patches and spirited crests give Rugby a bold, one-of-a-kind edge.
Ralph Lauren was getting close to launching rugby.com. Bluespark's creative director Rusty Segars breathed action into the high-energy site with a full build out in Flash, working with in-house developers. He also designed some Rugby banner ads, emails, and invitations to promote and accompany the launch. The result? The site and the clothing line was a huge hit, even more successful than the company had hoped.
The Webby Awards blessed Rugby.com as one of the best fashion sites of the year—the first Webby recognition bestowed on any component in the Ralph Lauren digital domain. After that, the project continued to grow, adding e-commerce and more staff to support it. Segars continued to keep a sharp eye on the home page and men's and women's landing pages, revising them every other week or so, adding video components to the home page and continually updating other elements throughout that page to keep its face as fresh as their ideal customers.
He extended this work to Ralph Lauren as well, with powerful results for the brand.