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Tuckernuck is a lifestyle brand, launched in 2012 with the intention to provide classic, modern clothing for customers who want to celebrate the meaningful elements of life: sport, travel, family, friends, and fun. The concept took hold and the brand has experienced exponential growth over the past two years, growing revenue by 80%.
While the growth has provided a huge opportunity for the brand, the internal team has found itself struggling to scale content production to meet the needs of their retail and e-commerce channels.
Foster White is at the front of this evolution, serving as the lead photographer and head of all digital assets at Tuckernuck. He owns all content published by the brand – from advertising to editorial – and was previously finding it hard to keep up. His previous workflow was chaotic and complicated, relying on an intricate Dropbox system which made it challenging to collaborate and impossible to scale.
“After every photoshoot, I’d use Adobe Bridge to organize all the assets into folders named by SKU,” he recalls. “Then I would go in and organize SKU folders, upload the entire shoot into Dropbox, copy duplicates of SKUs into different Dropbox folders for retouchers, and then go through and review all the work again when the assets were sent back.”
He felt like he was wasting time on a tedious process when he could have been focusing on more important things, like planning new campaigns.
After a conversation with one of his stylists, Foster was introduced to globaledit and everything changed. As he describes it, “It was love at first sight!”
Once Foster White started using globaledit, he instantly recognized that the platform enabled his team to move faster and focus on the creative content. With globaledit, Tuckernuck’s creative team has a central place to organize, collaborate, and share their creative assets.
After a shoot, the assets are instantly uploaded to globaledit and Foster can immediately start working with stylists and art directors to make selects.
The Mark Up tool allows him to streamline post production by providing direct in-platform feedback to retouchers and everyone can easily search and view assets with metadata tagging.
One of the most transformational features for Tuckernuck is globaledit’s Versioning feature. Using Versioning, Foster can easily review and compare work-in-progress assets, assess progress quickly, and significantly accelerate the overall development timeline.
“I no longer needed to manually reconcile old files with retouched versions. Instead, my entire company has visibility into new and final assets and the merchandising team knows exactly where to find content ready for publication.”
With the level of clarity and visibility provided by the globaledit platform, Foster’s team is able to begin working on production as soon as a shoot wraps. This workflow has enabled Tuckernuck to accelerate content production and double their output.
“The fact that I used to spend three or four hours post-shoot to just organize assets for post-production is completely wild,” says White. “Now, I use my time to assess the quality of in-progress assets and move content through every step of the creative process.”
Globaledit is revolutionizing the outdated workflows of asset management. Ensure that your team never wastes a second. Request a demo today and learn more about how you, like Tuckernuck, can get the most success out of your creative process.
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