Red Truck Vintage — Alex Gutierrez

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REBRAND · OJAI, CA

RED TRUCK VINTAGE.

Quality Secondhand.

Red Truck Vintage is a curated vintage clothing and repair shop in Ojai, CA. For years it ran as a thrift store attached to a sewing workshop. When I came on as a third partner, I helped lead the rebrand — new logo, brand message, Instagram, Google presence and in-store identity — and brought my own brand, Black Hand Vintage, in as a shop-in-shop.

Role — Partner & Marketing Lead

REBRAND · CREATIVE DIRECTION · SOCIAL · MERCHANDISING · PHOTOGRAPHY

$12.7K+

Personal Retail Sales

0 → 3

BRAND CHANNELS LAUNCHED

600

Instagram Followers

5.0 ★

Google Rating

01 — The Challenge

GOOD BONES. NO BRAND.

Red Truck had been running as a thrift store attached to a sewing workshop — great finds and real repair skills, but nothing tying it together. No online presence, no consistent look and no set way of doing things.

The goal: give the shop a clear roadmap, and a brand that makes people stop, follow, walk in and come back.

BEFORE

AFTER

A side project

A partner-run shop

Mixed thrift finds

Curated vintage + a shop-in-shop

No online presence

Instagram + Google Maps

No consistent look

New logo, signage & social look

No set structure

A written business & marketing plan

02 — WHAT I REBUILT

THREE CHANNELS, ONE BRAND.

Online, on the map and in the room — everything had to feel like the same place.

INSTAGRAM

Launched @redtruckojai from zero and set its visual voice: warm, editorial product shots, store moments and new-arrival drops.

GOOGLE MAPS

Set up and optimized the store’s Google Business listing and built up customer reviews — now a 5.0 rating — so locals and visitors could find us.

IN-STORE

Art-directed the new logo and signage — developed the concept, sourced the sign artist and managed the project start to finish — so the shop looks as intentional in person as it does online.

03 — On The Floor

Marketing, sourcing, everything in between

I brought Black Hand Vintage in on consignment as a shop-in-shop — curating, pricing, styling racks and building displays that move product.

With each partner working the floor two days a week, every post, display and price tag comes from watching what customers actually pick up. The result: $12,700+ in personal retail sales.

I brought Black Hand Vintage in on consignment as a shop-in-shop — curating, pricing, styling racks and building displays that move product.

With each partner working the floor two days a week, every post, display and price tag comes from watching what customers actually pick up.

The result: $12,700+ in personal retail sales.

04 — Content

SHOT IN-HOUSE. POSTED WITH INTENT.

I plan and produce the store’s social content — product photography, short-form video and copy — built to drive foot traffic and turn followers into regulars.

↗ @REDTRUCKOJAI

05 — The Plan

BUSINESS & MARKETING PLAN.

Put the store’s structure on paper. With my two partners, I developed Red Truck’s business and marketing plan — roles, positioning, priorities and how we grow beyond word of mouth.

This business plan details our mission, vision, and long term goals- make an inclusive space in the community that is built around clothing sustainability and culture.

Put the store’s structure on paper. With my two partners, I developed Red Truck’s business and marketing plan — roles, positioning, priorities and how we grow beyond word of mouth.

This business plan details our mission, vision, and long term goals- make an inclusive space in the community that is built around clothing, sustainability, and culture.

The Result

$12,700+

in personal retail sales.

From side project to storefront brand — one people now find on the map, follow online and remember in person.

A storefront people now find on the map, follow online and remember in person.

PARTNER & MARKETING LEAD · Present

Next Project

iPOWERRESALE →

IPOWERRESALE →

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