ASHLEY WINELAND — BRAND REINVENTION, DIGITAL GROWTH & MULTI-SINGLE CAMPAIGN

Country-rock artist Ashley Wineland partnered with Dead Horse Branding (DHB) to evolve her image, amplify her digital presence, and highlight her edgy, moto-inspired aesthetic while staying true to her Western roots. This full rebrand established a bold visual identity that honored both the grit and authenticity at the center of her artistry.

Brand Identity & Visual Direction

DHB kicked off the rebrand with a striking new logo and two major photoshoots designed to shape Ashley’s visual narrative:

• Arizona desert shoot to capture her Western heritage

• Nashville studio shoot with producer Marti Frederiksen (Carrie Underwood, Aerosmith) to reflect her modern evolution

These assets established the foundation for a cohesive, elevated artist identity.

Website Redesign & Custom Merch Line

We fully redesigned Ashley’s website as her central digital hub, integrating music, merch, media, and storytelling into one streamlined experience. DHB also created a custom merchandise line aligned with her new brand aesthetic, expanding her revenue opportunities and reinforcing her updated visual identity.

Music Releases & Campaign Integration

The rebrand supported the rollout of three singles, “Crank It Up,” “Heartbreak Boots,” and “Tumbleweed”, each accompanied by a music video and coordinated social media campaign. This multi-touchpoint approach ensured brand consistency across visuals, messaging, and fan engagement.

Streaming Growth & Fan Momentum

Ashley’s digital growth accelerated across the campaign:

• Spotify streams more than doubled from the first to the third single

• “Crank It Up” — ~20,000 streams

• “Heartbreak Boots” — 38,776 streams

• “Tumbleweed” — 49,000+ streams

These results solidified her upward trajectory within the country-rock landscape.

Social Media Performance

A cohesive content strategy delivered powerful growth across platforms:

Overall Reach & Engagement

• Impressions: 6.1M+ (↑ 24.2%)

• Engagements: 625,000+

• Engagement rate per impression: 10.2% (↑ 55.7%)

Audience Growth

• +8,925 new followers (↑ 11.2%)

• Facebook alone: ↑ 48.9%

Video Performance

• Total video views: 1.47M (↑ 117.7%)

• Instagram video views: ↑ 335.9%

These metrics highlight how deeply Ashley’s refreshed brand resonated with fans.

Press & Media Highlights

The campaign generated significant national and regional coverage, including features in:

• Music Row Magazine (200K)

• Cowgirl Magazine (800K)

• The Women of Country (51K)

Additional regional press included Gillette News Record, Jackson Hole News & Guide, and Fabulous Arizona, broadening her reach across multiple markets.

Outcome

Through an integrated blend of branding, visual identity, digital strategy, content creation, and press outreach, Dead Horse Branding repositioned Ashley Wineland as a dynamic force in modern country music—authentic, bold, and built for long-term growth.