Rock/Creek

Comprehensive rebrand for established outdoor retailer to honor 20-year heritage while enabling digital growth and online sales success

Rock/Creek understood that honoring their past was essential to their future. After two decades of success with their original identity, they needed a new brand that would communicate everything they represented while enabling growth into successful digital commerce. Whiteboard partnered with this well-established outdoor retailer to create an identity that captured what customers had loved for 20 years while positioning them for the next 20. Our comprehensive approach included logo redesign, photo styles, messaging, print materials, wayfinding, and a complete digital design toolkit. The new brand captures Rock/Creek's commitment to taking people into the outdoors, enabling customers to discover pathless trails and open roads with all their promise. Through great products and expert advice, Rock/Creek helps people find themselves, get lost in experiences, and find themselves again.