Brand and interface
An outdoor identity that feels capable without borrowing military styling. It holds together across guides, plans, calculators, and gear pages.
Case study Training & rucking
Ruck Authority gives beginners a clear place to start
I designed Ruck Authority around a beginner guide that leads into training plans and a starting-weight calculator. A club finder helps readers take the next step offline.
The brand, applied
The mark, type roles, color rules, and voice carry from the homepage into guides, tools, and gear research.
The first decisions a beginner needs to make
Many rucking sites explain the activity, then jump straight to product lists. A beginner still has to choose a safe starting weight, plan a first distance, and know when to add more. Ruck Authority puts those decisions in order. Training plans come first. Clubs and gear follow.
- Understand rucking
- Choose a starting weight
- Follow a plan
- Find a club or gear
One path from a first ruck to regular training
The identity, tools, and articles all support the same beginner sequence.
Beginner tools
The starting-weight calculator and training plans turn general advice into a first ruck someone can actually plan.
Publishing and search
Guides answer one question at a time, link to the next decision, and keep important facts easy to find and update.
How people found the site
Google Search Console records search visibility and visits. Bing AI Performance records when Microsoft AI answers cited the site as a source.
Google Search Console
Web search, Mar 9, 2026 to Aug 25, 2026
- Search impressions
- 302.1k+
- Search clicks
- 6,394+
- Average position
- 8.3
The range starts when data first became available.
Microsoft AI answers
Bing AI Performance, Feb 25 to Aug 25, 2026
- Source citations
- 15.3K+
A citation is a linked source, not a visit or lead.
Explain the service in the order customers need it
Ruck Authority moves from the first question to the next useful action. I use the same approach when a business needs to explain a service its customers may not understand yet.