"Overall, the simplicity of Playbook really stands out. It does exactly what we need without adding unnecessary complexity."
— Rachel Friedline, Co-founder, Wilderdog
Wilderdog is an outdoor dog gear company founded in 2015, making leashes, collars, harnesses, bandanas, jackets, and camping gear for dogs and the humans who adventure with them. The brand sells through wilderdog.com, Amazon, and a growing wholesale network — and has built a 400k+ Instagram following along the way.
The Challenge
Running a brand that size means managing a lot of visuals: product shots across dozens of product lines and colorways, content from 30+ creator partners, and a steady stream of imagery feeding Instagram, the website, Amazon listings, and the blog.
Before Playbook, that lived across Dropbox and Lightroom.
"I'd pull content from Dropbox, import it into Lightroom, organize everything into folders, and then tag each asset individually. It worked, but it was time-consuming and pretty inefficient."
Co-founder Rachel Friedline knew she needed something more automated — but the other DAMs she tried didn't fit.
"I knew we needed something more automated, but the other DAMs I tried felt like overkill. They weren't intuitive, and I found myself spending too much time trying to reverse-engineer simple tasks."
The Workflow, Rebuilt
With Playbook, Wilderdog now runs everything — product photography and creator content alike — out of one library:
- For each creator, Wilderdog set up separate boards, into which they could upload directly via easy share links
- Board rules automatically tagged anything dropped into a creator's board with that creator's name
- This structure gave assets a clear visual hierarchy the team could browse, but also a flat, searchable tag system. Same with products, campaigns, or seasons.
- On top of this board structure, Wilderdog layered in tags like #isPaid to differentiate certain types of content.
Centralizing everything in one place also makes reuse effortless — a creator shot used on Instagram one week can easily resurface in a blog post or product page the next, without anyone digging through folders to find it again.
The Impact
Finding the right asset isn't the bottleneck anymore.
"Playbook has made it much easier to quickly find the content I need, which used to be a real challenge given the volume of assets we manage."
One library, multiple use cases.
"It's streamlined things for our team — multiple people can access and use the same content for different purposes without friction."
A favorite feature that gets used every day.
"My favorite feature is 'visually similar.' I use it all the time. It's perfect for when I find an image that's close but not quite right. I can instantly explore similar options and land on something better."
Easy tagging with natural language.
👉 Ready to give your team the same advantage? Schedule a demo with Playbook today!