Rebranding a successful outdoor retailer for a future in the digital marketplace.
Rock/Creek understood that its past is part of its future. Although the logo of 20 years had served them well, it was time for a new identity that would communicate all they are and all they bring to the outdoor experience across multiple brand applications. And one that would help grow into a successful digital presence with online sales.
THE CHALLENGE:
Our challenge was to create a new look and feel for a well established store that not only captured what customers had loved about it for 20 years, but one that would be successful for the next 20 years.
Rock/Creek is committed to taking people into the outdoors. It enables people to move out into the world in new ways, discovering pathless trails and open roads, with all the promise they hold. Rock/Creek helps people to find themselves, get lost in the experience, and find themselves all over again. They do this through great products and great advice.
THE GOAL:
Our goal was to create a new brand identity that would communicate that this is a company that is established, strong and grounded, has great, fashion-forward outdoor products, and a love of simple beauty.
The goal of the brand design was to:
/ draw out the way Rock/Creek improves customer's lives
/ highlight customer experience and participation
/ be inspirational without being intimidating
/ remain true to the 20 year brick-and-mortar heritage
/ connect the parts of the brand that can grow with the company
THE WORK:
We provided a comprehensive visual identity for Rock/Creek. Our work included: logo redesign, photo styles, messaging and writing, print materials, wayfinding and signage design, and a digital design toolkit.
The new Rock/Creek brand captures the company’s storied personality and paves the way for a successful future digital marketplace. Since the launch of the new brand, online sales grew more than 15x, leading to a successful acquisition by Camping World. Over a decade and a half later, the brand remains timeless, relevant, and inspiring to the next generation of customers.
“The design team captured the core of who we are as retailers and turned our heritage into a new, exciting brand. Their method and the thoughtful nature of their work reinvigorated our own sense of direction and led to focus for growth.”
— Mark McKnight, Marketing Director
