BUILD A BRAND:
War Knot Wool
Turning a traditional craft into a modern equine brand.
01 — THE OPPORTUNITY
Find a niche
Pulled wool saddle pads have deep roots in Western horsemanship, but knowledge surrounding their construction and benefits has become increasingly difficult to find.
I saw an opportunity to do more than sell a product: build a brand around education, tradition, craftsmanship, and natural materials.
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02 — BUILDING THE BRAND
I developed War Knot Wool from the ground up—from positioning and visual identity to its website, social presence, educational platform, product launches, and customer community.
My role: Founder • Brand Strategy • Content Strategy • Photography • Videography • Social Media • SEO • Email Marketing • Website/E-Commerce • Product Development • Customer Experience
03 — CONTENT STRATEGY
Rather than relying solely on product-focused advertising, I built War Knot Wool's content strategy around the idea of "founder first", with education and storytelling that felt personal, not polished—teaching equestrians about wool, saddle-pad construction, traditional techniques, and the reasoning behind the product.
04 — FROM CONTENT TO COMMERCE
War Knot Wool's growth was driven primarily through organic and owned media, demonstrating how a focused brand story, educational content, audience trust, and coordinated product launches can translate into measurable business results.
05 —BUILDING MORE THAN A PRODUCT
The brand developed from selling custom pads into a broader product + education + community ecosystem.
This was achieved through:
Student portal (student interaction)
Starter kits
Educational videos
Marketing & Business for Makers course
Certified Maker Program
Email marketing
Product expansion
06 —WHAT I LEARNED
Building War Knot Wool has given me firsthand experience with the complete customer journey—from discovering a brand on social media to becoming a customer, student, repeat purchaser, and advocate.
More importantly, it taught me that strong brands aren't built by chasing attention. They're built by earning trust.
CRUNCH THE NUMBERS
year one
$125,000
67,485
17,945
3 Minutes
First year sales
Website page views
Google search impressions with $0 budget
Fastest product-drop sellout