Although the Varsity Base brand as a manufacturer of letterman jackets for varsity sports teams is relatively recognizable among certain target audience segments (mainly among educational institutions), ineffectively developed digital marketing campaigns and the conversion price of one customer had increased to an unprofitable level. To correct the situation, an audit of the brand's digital marketing activities was carried out, identifying several weaknesses, and providing solutions to reduce costs. A communication strategy was developed, which included an updated brand concept and content strategy. A separate UX/UI audit was also performed for the brand's website, during which the weak points of the website were determined, and solutions were offered to increase the CTR indicators.

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