Specialist outdoor equipment retailer Go Outdoors were in need of a new brand identity to match their ambitious growth plans. Collaborating closely with their teams across the business, we developed a strategy that reflected their core values – and set the brand on track for success.
Defining what’s different
We began with a series of interviews as part of our unique Brand Validation process –gaining a deep understanding of the Go Outdoors business from its founders, directors, staff, shareholders and customers. The result was a mission statement capturing the passion of those working for the brand, balanced with the needs of the customers it needed to serve: “inspire everyone to get outdoors, and love it as much as we do”.
Next, we created a set of ownable values, customer promises and a business rationale designed to help Go Outdoors develop commercially. Then, working with the brand to help embed these core messages across the business, our team were able to start crafting the new identity and tone of voice.
The work that The One Off Team lead to help us de ne our Brand Mission and Values was fantastic. Their professionalism and enthusiasm right through the project, with the many stake holders helped to deliver a output that really got to the heart of who we are as a business. It’s provided a great catalyst for us to help shape so many aspects of the business… from our HR and training through to our TV ads. I can’t recommend the team highly enough
Passionate. Personal. Powerful.
Our research showed that Go Outdoors customers ranged from Sunday strollers to Himalayan hikers. Which meant our new identity and tone of voice needed a universal quality that could be relevant to the whole base. Our solution was to focus on the feeling of ‘getting out there’ – something every one of their customers would recognise.
From the chosen font family to the minimal colour palette, our approach was all about simplicity – allowing every ‘Go Moment’ to make an impact. Our new photography approach aimed to build brand authenticity by picturing lovers of the outdoors getting out there and enjoying themselves. Alongside this, we developed a new tone of voice that had an enthusiasm and wit that created real distinction.
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