Bass Outdoor
Discipline
Brand Identity
Creative Direction
Design
UI/UX Design
Copywriter
Ben Hewitt
Bass Outdoor challenged us to develop a brand that makes the outdoors more accessible and relatable to a diverse audience. We built their brand from the ground up, all the while guided by a mission to lower barriers of entry - both real and perceived - to getting outside.
Brand Strategy & Identity Design
Step one of our engagement involved defining and building a brand strategy and positioning to identify our target audience and secure our place in the market. This process was paired with creative development to establish the visual dentity, feel and tone of our newly formed brand in a way that would resonate with our customers and differentiate Bass Outdoor from its competitors.
Brand Concept
Before embarking on specific creative executions, we needed to ensure the Bass Outdoor brand was rooted in a concept that strongly expresses the brand’s character and unique POV on the outdoors. To do this, we returned to the brand’s mission to lower barriers of entry, while also considering our insight that many people perceive the outdoors - and outdoor apparel brands - as being intimidating and complicated.
BTech
Anyone familiar with the outdoor industry knows that technology naming and describing is becoming increasingly complicated and confusing. We knew we needed to do something different. The result was BTech, a suite of apparel and footwear technologies that express a bit of the brand’s irreverent tone, while also helping customers understand exactly what this tech does for them.
Basecamp Activation
Partnering with the experiential marketing agency BeCore, we created a lively and participatory in-person launch activation that brought our audience face-to-face with the Bass Outdoor brand through activities and product sampling. The result was yet another opportunity to convey our POV, while also introducing the brand in a tangible and relatable way that left a lasting impression.
Website Design
Partnering with third-party web developers allowed us to establish a comprehensive UI design toolkit, which included a detailed style guide, versatile content modules, and interactive button functionalities. This structured approach ensured a consistent look and feel across the website, enhancing user experience and engagement.
