Project
Brand identity & Creative direction
Gus worked with Out&Back Outdoor to create a brand identity refresh. The goals of the refresh were to create a brand look and feel that better aligned with the outdoor industry and the brand’s efforts to offer new and used outdoor gear at an affordable price.
Gus lead the entire rebrand effort which included creating a new icon for the brand: the Arctic Tern. The Arctic Tern is the longest migrating bird on earth. This bird sees the entire world but always returns back home. This ethos aligned with the story of gear being well loved, taken on many adventures and then eventually sold back to Out&Back to repair it and send it on its next adventure.
The brand refresh was created across six months and included a new look on all visual direction and brand messaging.
