Whether it's hiking in the mountains, hunting in the forest, or kayaking in that hidden stream no one knows about, the outdoors has a different definition based on one’s location. In an effort to convey that message, I merged the initial from Gander with a map pin. Then pushing it further, I augmented the ‘G’ to resemble a sun beyond a mountain ridge, illustrating the feeling of adventure; discovering what's beyond the ridge.
After creating the logo, I wanted to develop a new brand expression. Since each region of the United States has it's own culture and personality, the color palette is broken up into regions. Creating a distinct identity for each region. From frosty mountains to barren deserts, Gander Outdoors is able to adapt to each region.
Exploration is about going down the unbeaten path, so the brand shouldn’t be crisp and polished. It should be broken-in and ready to get dirty. To create that tactical feeling of sand in your hiking boots and dirt between your fingernails, I referenced numerous historical maps, biological structures and other natural textures.
Throughout history, explorers kept records of their journeys and discoveries. While the Gander Outdoors app is an important part of the business, adventures usually happen away from cell signal. To create more value in the app during these adventures, a journal feature could be added to the Gander Outdoors app to record user’s expeditions while offline. After they finish their trip, the user could order a printed version of their Journey Notes to have a tangible memory of their experience.
Rather than having the homepage show sales items, lifestyle stories should lead every discussion. Every story should be a testimonial to the products used during the adventure. Leveraging influencers and their expeditions, Gander Outdoors could bridge that gap between product and lifestyle. Becoming an integral part of each story. The explorer makes the journey; the gear makes it possible.