Rather Outdoors
Growing a legacy brand’s identity and transforming a fishing legend into a diversified holding company
While at Outcast I partnered with Rather Outdoors to build their identity from the ground up—through brand name, voice & tone, and visual identity, cultivating a brand by-and-for outdoor enthusiasts that want to see great outdoor companies succeed. With a storied history and a loyal consumer audience, Lew’s Fishing was not looking to stray from a tried and true formula. But faced with expansion into a diversified landscape they needed to brand their holding company as a future forward brand. While eyeing outdoor retail brands they wanted their own brand to allow them to staff outdoor enthusiasts that had experience in the space.
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We set out to create a brand that would excite outdoor enthusiasts who wanted to combine their personal passions with their professional career
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As a holding company primarily focused on acquiring and streamlining existing outdoor brands, Rather Outdoors was looking to attract seasoned outdoors enthusiasts who spent their free time pursuing a past-time they were knowledgeable in—and passionate about.
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Iconography and textured backdrops set the stage to develop the visual language—accessible, recognizable, and universal
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The brand book’s purpose was two-fold—acting as a guide for applying the brand assets as well as a primer for the company philosophy
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Responsibilities
Art Direction
Graphic Design
Team Management