Brand Voice, articulation, tagline, messaging, copywriting for signage, packaging, web, ads, and social
BRANDING HUMAN / NATURE
Rock/Creek, a 20 year old outdoor retailer, wanted to grow 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 how they enhance the outdoor experience for customers of all skill levels.
So we created a brand that centers on words — a highly conceptual yet accessible "tagline engine" pairing positive words that, used together, bring new meaning. Centered around the iconic slash in Rock/Creek's logo.
"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 is uniquely ‘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