RTIC
Rebrand
Full rework of brand identity, visuals, and audience appeal
Client
RTIC Outdoors
Project Type
Full Re-Brand
RTIC Outdoors was well known in the South as a strong YETI cooler competitor. We had big plans to expand the brand from coast to coast, and that meant appealing to a much broader audience. We reworked the voice, visuals, photography, packaging, and more in order to build stronger brand equity. The following is the brand book my team built out over several months.
The Challenge
I spent several months working with analytics firms to understand where our brand currently stood. Who was our core customer, how were our audiences segmented out, and where was the greatest potential for brand growth.
We first proceeded with qualitative research, talking to customers to understand their emotions, attitudes, and motivations while choosing to engage with RTIC or not. We held "cooler parties" across the country, where participants brought their favorite coolers of various brands and discussed the good, bad, and ugly of each.
We then moved on to quantitative research, utilizing many surveys and polls to measure brand perception and performance. This gave us enough data to determine where we could make the most significant changes to the brand identity.
The Solution
We moved away from a Southern voice to one more generic and pertinent to a wider range of customers. Our audience became segmented into several groups, each with specific needs and goals for using our products.
We also redesigned the website to be more robust and information dense, to give users more confidence before making a large purchase.
The photography and videography standards were upgraded substantially, and we honed in on a look and feel that separated us from the competition while still looking contemporary and inviting. Inclusion was the goal, as we believed we had product for everyone and every need.
Ultimately, the re-brand postioned us well to attract new audiences and opened the door for a strong nationwide retail presence.
Brand Awareness Video
Product Videos
Messaging
Brand Identity
Typography
Color
Art Direction
Iconography
Website Assets
Landing Pages
Packaging
01
Discovery & Strategy
We began by auditing the existing brand ecosystem, identifying core user pain points, and establishing strategic goals for the innovative solution.
02
Visual Direction
Establishing the visual DNA. We created moodboards, typographic systems, and sleek monochromatic layouts that define the sleek portfolio aesthetic.
03
Precision Build
Crafting high-fidelity prototypes and precision code. We focused on editorial typography and smooth transitions to ensure a high-end digital experience.
04
Launch & Optimization
Final optimization for speed and accessibility across all platforms. We launched the new site and monitored performance metrics for continued growth.
63%
Nationwide brand awareness increase
Becoming a more inclusive brand and building out targeted segments across the country gave us a large boost in brand awareness in a matter of months.
-1.2s
Page Load Time decrease
Enhanced technical performance ensured users stay engaged with a fast, responsive interface across all device categories. This included a large increase in site video content.
23%
increase in site conversion
Post-launch monitoring recorded a surge in unique visitors, establishing a large digital footprint for the project, based on including additional product details.