Directing GearAmerica’s Transformation Into a Premium Competitor
I directed the complete rebrand of GearAmerica, from logo and colors to website, packaging, social, and email. The old brand was minimal and losing ground to competitors. The new identity was rugged, bold, and built to last, just like the products. The rebrand launched five new products, regained visibility on search, lifted conversion, and repositioned GearAmerica as a premium competitor with a community proud to represent it.
I directed the complete rebrand of GearAmerica, from logo and colors to website, packaging, social, and email. The old brand was minimal and losing ground to competitors. The new identity was rugged, bold, and built to last, just like the products. The rebrand launched five new products, regained visibility on search, lifted conversion, and repositioned GearAmerica as a premium competitor with a community proud to represent it.
Directing GearAmerica’s Transformation Into a Premium Competitor
Our Process
Our Process
Our Process
01
The Problem
GearAmerica’s branding was minimal: a thin orange logo and little else. For a rugged recovery gear brand, the identity lacked trust and scalability. Competitors like Rhino USA were outpacing us in recognition and market share.
01
The Problem
GearAmerica’s branding was minimal: a thin orange logo and little else. For a rugged recovery gear brand, the identity lacked trust and scalability. Competitors like Rhino USA were outpacing us in recognition and market share.
01
The Problem
GearAmerica’s branding was minimal: a thin orange logo and little else. For a rugged recovery gear brand, the identity lacked trust and scalability. Competitors like Rhino USA were outpacing us in recognition and market share.
02
The Strategy
I set a vision to reposition GearAmerica as rugged, durable, and proudly American. We started with a bold new logo as the foundation, then expanded into typography, color systems, packaging, and a complete website rebuild. PickFu testing and competitor analysis guided decisions, ensuring the identity resonated with the off-road community.
02
The Strategy
I set a vision to reposition GearAmerica as rugged, durable, and proudly American. We started with a bold new logo as the foundation, then expanded into typography, color systems, packaging, and a complete website rebuild. PickFu testing and competitor analysis guided decisions, ensuring the identity resonated with the off-road community.
02
The Strategy
I set a vision to reposition GearAmerica as rugged, durable, and proudly American. We started with a bold new logo as the foundation, then expanded into typography, color systems, packaging, and a complete website rebuild. PickFu testing and competitor analysis guided decisions, ensuring the identity resonated with the off-road community.
03
My Role
I led the full rebrand across every touchpoint. I personally directed the new logo, product packaging, typography, and site redesign while guiding my team through strategy and execution. Beyond products, I oversaw creative for social media, email campaigns, and content, ensuring consistent storytelling. I collaborated with suppliers for product launches and partnered with a photo agency for premium imagery.
03
My Role
I led the full rebrand across every touchpoint. I personally directed the new logo, product packaging, typography, and site redesign while guiding my team through strategy and execution. Beyond products, I oversaw creative for social media, email campaigns, and content, ensuring consistent storytelling. I collaborated with suppliers for product launches and partnered with a photo agency for premium imagery.
03
My Role
I led the full rebrand across every touchpoint. I personally directed the new logo, product packaging, typography, and site redesign while guiding my team through strategy and execution. Beyond products, I oversaw creative for social media, email campaigns, and content, ensuring consistent storytelling. I collaborated with suppliers for product launches and partnered with a photo agency for premium imagery.
04
The Results
The rebrand launched successfully with five new products, regained visibility on the search page, and repositioned GearAmerica as a premium competitor. The community responded with enthusiasm, and leadership praised the work as a turning point.
04
The Results
The rebrand launched successfully with five new products, regained visibility on the search page, and repositioned GearAmerica as a premium competitor. The community responded with enthusiasm, and leadership praised the work as a turning point.
04
The Results
The rebrand launched successfully with five new products, regained visibility on the search page, and repositioned GearAmerica as a premium competitor. The community responded with enthusiasm, and leadership praised the work as a turning point.
