Dutton campaign & SEO content

The opportunity

Research into key search terms highlighted demand for a clear Dutton family tree. The opportunity was to answer that need with a dedicated page, bringing together major series including Yellowstone, Dutton Ranch and 1923 in a connected franchise experience.

My contribution

Originated the artwork concept, led the brief and developed design ideas with the creative team. Delivery management ensured the designs worked within the CMS capabilities.

The work brought together the family tree, Dutton Ranch map and related show pages, with an internal linking strategy that connected the wider campaign.

Designing for discovery

The family tree

A visual guide to the relationships across the franchise, supported by character information and links to related shows.

The ranch map

A visual entry point into the world of Yellowstone, paired with location content and routes into the broader franchise.

Spanish market examples shown. The campaign pages were localised across 22 European markets. Creative concept, page delivery and merchandising formed the core of my role, with artwork developed in collaboration with the creative team.

The delivered experience

The result was a connected set of pages that answered audience questions and provided routes into relevant franchise content. It created an evergreen destination designed to capture searches for Yellowstone and other key franchise terms through engaging visual content, with lasting value beyond the campaign.