Tuckernuck centralizes creative, post, marketing, and merchandising on Globaledit

the challenge

Lifestyle brand Tuckernuck launched in 2012 with a clear vision: to bring classic, refined clothing to customers who celebrate the meaningful moments of life, and to do so with strong visual storytelling across every touchpoint. Over the last several years, that vision has resonated, and the brand has grown exponentially. With that growth came an insatiable appetite from both its customers and its internal teams for beautiful visual content.

“The ‘Tuckernuck girl’ clicks through PDPs and collection pages at a much higher rate than the average consumer,” says Katie Rourke, Director of Production. “She’s content-addicted and wants to see every image, every piece of an outfit, every detail about a product.” As the Tuckernuck team looked to capitalize on its growth and keep up with its customers’ demand, it found itself struggling to scale its content production accordingly.

Foster White, Director of Studio Operations & Photography, recalls how his team first tried Google Drive, then an intricate Dropbox system, to manage workstreams and organize the brand’s growing content library. “After every shoot, I’d use Adobe Bridge to organize all the assets into folders named by SKU,” he says. “Then I would organize those SKU folders, upload the entire shoot into Dropbox, copy duplicates of SKUs into different Dropbox folders for retouchers, then review all the work again when the assets were sent back.”

It was a tedious process that was difficult to collaborate around and impossible to scale. Eventually, one of Tuckernuck’s stylists introduced Foster to Globaledit. As he describes it, “It was love at first sight.”

Take a look at how Foster and Katie transformed Tuckernuck’s creative workflow with Globaledit.

the solution

Foster instantly recognized Globaledit as a platform that would enable his team to move faster, work more collaboratively, and focus on creative content instead of manual tasks. With Globaledit, Tuckernuck’s teams had a central place to organize, collaborate, and share assets across the entire content lifecycle.

Streamlining post-production with WIP features

After a shoot, assets are instantly uploaded from camera to Globaledit, where Foster can immediately get to work with stylists and art directors to make selects. Globaledit’s markup tools replaced back-and-forth email chains and PDFs with direct, in-platform feedback for retouchers. And with versioning, WIP assets stack right on top of their prior iterations, so Foster can review and compare assets and assess progress at a glance.

“I no longer needed to manually reconcile old files with retouched versions. Now, my entire company has visibility into new and final assets.”

Foster K. White
Director of Studio Operations & Photography

Cross-Team Collaboration with Rules-Based Smart Collections

Because of the volume of content across its channels and the highly engaged nature of its customers, the Tuckernuck team shoots prodigiously. They’ll capture a full outfit, remove one jacket, then re-shoot every angle of the look underneath, arming their merchandising and marketing teams with supplementary content when a hero product sells out or a restocked item needs a feature. That scope and meticulousness is strategic, but only if every team can access it on their own terms.

This is where Globaledit’s non-destructive Smart Collections are transformational. Each team organizes the same underlying asset library into self-updating, rules-based folders that fit how they work, all without touching or duplicating the files themselves:

• Art directors share collections of approved, final brand imagery company-wide, organizing content chronologically and setting granular view/edit/download permissions to maintain creative control.
• Post-production teams build collections by individual team member, so if a retoucher needs support, their colleague can step in immediately. Markups, approval statuses, and the latest version of every asset are already viewable and always up to date.
• Merchandising and marketing teams build dynamic asset libraries by business need rather than by shoot or season: all summery imagery regardless of when it was shot, every look featuring a back-in-stock product, every party dress across every season. They’ll even build Smart Collections from pre-existing collections, so content stays organized across multiple categories at once.

“Everyone can organize our asset library the way their unique team communicates and works, without disturbing what anyone else has set up. Our asset managers love knowing that every asset has a home in Globaledit.”

Foster K. White
Director of Studio Operations & Photography

creative freedom, at scale

Since centralizing on Globaledit, Tuckernuck has replaced three disparate platforms with a single system that every team uses as its daily operating layer. Art directors and photographers no longer reconcile Dropbox folders with Google Drive and Bridge. Retouchers work faster because feedback lives where the assets live. Merchandisers respond to restocks, sellouts, and pivots with imagery that’s already organized and ready to publish. Through it all, the assets themselves stay untouched in one secure, searchable home—and ultimately make it in front of the right customers at exactly the right moments.

Ready to see how Globaledit could work for your team? Get a free demo here.