Rock/Creek Outfitters

For over two decades, Whiteboard has partnered with Rock/Creek through their evolution from a local outdoor retailer to a nationally recognized brand. Our comprehensive partnership began with foundational brand identity work and evolved into sophisticated digital platform optimization, showcasing the depth of long-term client relationships.

We partnered with Rock/Creek to rebrand a successful 20-year outdoor retailer for digital marketplace growth. The challenge was creating a new identity that captured what customers loved for two decades while positioning the brand for future success.Rock/Creek enables people to discover pathless trails and open roads, helping customers find themselves through great products and expert advice. Our comprehensive rebrand included logo redesign, photo styles, messaging, print materials, wayfinding, signage, and digital design toolkit.The strategy focused on drawing out how Rock/Creek improves lives, highlighting customer experience, remaining inspirational without intimidation, and honoring their brick-and-mortar heritage while connecting scalable brand elements. The result was a timeless identity that captured their storied personality while enabling digital success.

In 2019, we partnered with Rock/Creek to re-invigorate their eCommerce platform and define clearer pathways connecting their retail experience with their conservation mission. The R/C Marketing Team, led by Director Jacob Wuertz, approached us looking to re-map navigation, refresh site visuals to align with brand standards, and elevate their outdoor stewardship mission throughout the digital experience. Working closely with their team, we focused on lowering barriers to entry for outdoor activity while celebrating and protecting the Southeast's wild spaces. Through strategic platform redesign and user experience optimization, we created clear pathways between their blog content and retail offerings while highlighting their three-decade commitment to conservation. The results were immediate and measurable: Rock/Creek saw a 150% lift on eCommerce conversion with the new platform, and after launch, their paid ad campaigns resulted in 6% of blog click-throughs ending in related purchases, demonstrating the powerful connection between content and commerce in outdoor retail.