BRANDING

COMMUNITY AFFAIRS VISUAL STYLE & GUIDE

 

OBJECTIVE: Design and develop the visual branding, and a supporting style guide, for the new Community Affairs team at Bass Pro Shops.

 
Shortly after rejoining Bass Pro Shops for my second tour, I was asked to collaborate with the Community Affairs team on a special project.

Shortly after rejoining Bass Pro Shops for my second tour, I was asked to collaborate with the Community Affairs team on a special project. >>>

The team was brand new, led by a member of the Morris family, and had big ideas for getting their message out.

The team was brand new, led by a member of the Morris family, and had big ideas for getting their message out. >>>

I was asked to develop the visual branding and style guide for the new Community Affairs team that could be used by creatives inside and outside the company.

I was asked to develop the visual branding and style guide for the new Community Affairs team that could be used by creatives inside and outside the company. >>>

It should provide complete creative direction, including fonts, colors, icons, layouts, as well as instructions for photo, video and copy direction.

It should provide complete creative direction, including fonts, colors, icons, layouts, as well as instructions for photo, video and copy direction. >>>

Since there weren't dedicated resources for the effort, this style guide would be responsible for ensuring consistency no matter who would be executing creative.

Since there weren't dedicated resources for the effort, this style guide would be responsible for ensuring consistency no matter who would be executing creative. >>>

The result was an exhaustive guide that was widely distributed and successfully implemented across all channels.

The result was an exhaustive guide that was widely distributed and successfully implemented across all channels.

TRACKER BRAND WEEKEND

 

OBJECTIVE: Create a consumer campaign to promote three Tracker brands under one, unifying theme, while doubling as an associate training opportunity.

 
First, we developed a universal truth that would allow us to present three brands together in a way that would resonate with consumers and educate associates.

First, we developed a universal truth that would allow us to present three brands together in a way that would resonate with consumers and educate associates. >>>

Next, we created a responsive landing page to provide educational information for associates to train and customers who may not make it to a store.

Next, we created a responsive landing page to provide educational information for associates to train and customers who may not make it to a store. >>>

To execute the campaign, we designed and deployed a fleet of digital ads (30 different sizes), emails and social posts to drive traffic to the landing page.

To execute the campaign, we designed and deployed a fleet of digital ads (30 different sizes), emails and social posts to drive traffic to the landing page. >>>

In stores, we created a connection to the digital campaign while directing customers to associates. This gave associates a chance to share their brand knowledge.

In stores, we created a connection to the digital campaign while directing customers to associates. This gave associates a chance to share their brand knowledge. >>>

Associates also wore buttons inviting a brand conversation. This empowered them to educate themselves and be ready to answer, “What does Tracker stand for?”

Associates also wore buttons inviting a brand conversation. This empowered them to educate themselves and be ready to answer, “What does Tracker stand for?” >>>

The final element of the campaign was an oversized trifold brochure that served as a training resource for associates and a takeaway for customers to learn more.

The final element of the campaign was an oversized trifold brochure that served as a training resource for associates and a takeaway for customers to learn more. >>>

The Tracker Brand Weekend campaign resulted in an increase in both consumer and associate awareness and education.

The Tracker Brand Weekend campaign resulted in an increase in both consumer and associate awareness and education.

TRITON BOATS
BRAND REFRESH

 

OBJECTIVE: Develop a new brand strategy, with an updated look and feel, for Triton Boats. It should convey new company leadership, new focus and a renewed commitment to the brand.

 
We began by simplifying the logo and introducing a new tagline. The new branding leaned into Triton's racing origin and their core audience—hardcore anglers.

We began by simplifying the logo and introducing a new tagline. The new branding leaned into Triton's racing origin and their core audience—hardcore anglers. >>>

After landing on a new tagline, we developed a brand essence statement to provide more depth and context. Click the image above to watch it come to life.

After landing on a new tagline, we developed a brand essence statement to provide more depth and context. Click the image above to watch it come to life. >>>

Next, we created a style guide to provide direction on all aspects of creative execution. Every element of the brand was adjusted to reflect the new strategy.

Next, we created a style guide to provide direction on all aspects of creative execution. Every element of the brand was adjusted to reflect the new strategy. >>>

New, on-strategy imagery led the effort to refresh the annual brochure, while the updated graphics rounded it out. Click the image to see it before the redesign.

New, on-strategy imagery led the effort to refresh the annual brochure, while the updated graphics rounded it out. Click the image to see it before the redesign. >>>

The new photography style captured the intensity of Triton customers—allowing the product to finally live up to its reputation again.

The new photography style captured the intensity of Triton customers—allowing the product to finally live up to its reputation again.