King Fish Media Announces Website Launch For American Rhino

Beverly, MA – Apparel company American Rhino has launched its new website at www., digital and content management marketing agency King Fish Media announced Monday.

American Rhino, founded in 2016, was created by the American Rhino Foundation, an active participant in on-the-ground conservation efforts to protect critically endangered and threatened African wildlife. A percentage of every American Rhino clothing item sold will go to the foundation. In turn, the foundation will fund conservancy groups in Africa. “Our website is critical to fulfilling our philanthropic mission,” said American Rhino president Chris Welles. “We believe American consumers can play a vital role in preserving African wildlife. In doing so, we help secure biodiversity and habitats so vital to Africa’s economy and future.”

Welles came to King Fish because of its strong track record with apparel clients.

While King Fish has experience creating digital content and e-commerce websites for clothing retailers — previous clients have included Zappos, Eddie Bauer, and David’s Bridal — the American Rhino website was a different beast, said King Fish president Cam Brown. “The website is a retail store, but it also needs to teach visitors about the foundation’s conservation efforts, so it had to work hard and do more than sell apparel,” Brown said. “We wanted to create the best possible product using the best possible methods.”

Authenticity was critical to the site’s mission, so King Fish did more than just create the website: They partnered with American Rhino to conduct a photo shoot in Africa, showcasing the company’s rugged  products in the field. “We shot on the slopes of Mount Kenya, in the Aberdare Mountains, the Maasai Mara National Reserve, and Nairobi,” Brown noted; King Fish shot photos in other locations, including in-studio for product close-ups, and was able to produce the website using cost-effective methods.

Welles said he was pleased with King Fish’s ability to tell American Rhino’s multi-level story. “We came to King Fish because of its success in digital marketing and project management experience,” Welles said. “The content and site design achieved my vision for the project. The website is crucial to building our identity and reaching consumers, and the final result has exceeded our expectaitons.”


About King Fish Media

The company develops integrated campaigns that create an emotional connection between clients and their customers and prospects. Each program is designed to deliver measurable results based on real-world marketing objectives. To effectively deliver branded content, King Fish helps clients Own Their Media Channel® by strategically creating media platforms including branded editorial content, responsive web sites, social media campaigns, eBooks, white papers, infographics, online video, as well as live and virtual events. King Fish has created profit-generating programs for companies including Affinion, American Rhino, Ameriprise, Bank of America, Boston Market, C&S Wholesale Grocers, Cengage Learning, CoLucid Pharmaceuticals, Commvault, IBM, Janus Capital, Lightlife, Keurig Green Mountain, New York Life, Precision Medicine Group, Zappos, and others. For more information, visit


Cameron Brown, President

King Fish Media, LLC


About American Rhino

American Rhino is clothing with a cause for those that buy quality gear, enjoy the safari lifestyle, and care deeply about African wildlife. The American Rhino Foundation designed and launched American Rhino to help fund the most effective non-profit African wildlife conservation organizations. The American Rhino Foundation is an active participant in on-the-ground conservation efforts to protect critically endangered and threatened African wildlife. Our mission is to preserve African wildlife by funding the most effective local wildlife conservation organizations and projects in Africa. For more information, visit


Christopher Welles, President

American Rhino, LLC

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