A conceptual yet accessible tagline engine for an outdoor retailer: pairs of positive words that, used together, bring new meaning.

A 20 year old outdoor retailer wanted to rebrand, with a view to growing in–store and online sales. We could see that Rock/Creek’s strength comes not from the outdoor apparel and equipment they sell, but from the very human experiences that surround these products. So in crafting their brand voice, we wanted to highlight how they enhance the outdoor experience for customers of all skill levels.

So we created a highly conceptual, yet accessible “tagline engine. ” Built around the iconic slash in their logo, we paired positive words that, used together, bring new meaning.

We then applied this strategy not only to messaging, but to graphics, signage, packaging, web, and ads—then delivered the identity, as a usable tool kit, to Rock/Creek’s in-house marketing group.

"There simply are no other specialty retailers doing anything like this. Most identities look like a watered-down imitations of major national brands. By contrast, our brand is bold and forward-thinking. It isuniquely ‘Rock/Creek.’ The team's method and the thoughtful nature of their work has reinvigorated our own sense of direction and has given us a valuable focus for future growth.”

Marketing & Creative Director
Rock/Creek Outfitters


client : : Rock/Creek Outfitters

services : : Voice, articulation, tagline, messaging

collaborators : : Graphic design by Widgets & Stone