Roles: Brand strategy and audience persona development, brand messaging creation, photo guidelines and brand book production, live presentation and internal facilitation
This established adventure travel brand had lost its focus over the years by trying to be all things to all people. Alex and Camp4 strategist collaborator, Ben Peters, worked with Ex-Officio’s team to refocus on key audience personas, writing new brand positioning and messaging, and crafting a new visual look and feel along the way. Strategically, these efforts resulted in a significant pivot: where many outdoor brands focus on withstanding the cold, Ex-Officio would now focus on products designed to withstand the heat. At Ex-Officio’s annual global sales conference, Alex presented the new brand platform on stage to over 300 sales reps, then worked in breakout sessions to further explore how this new brand would play out for retailers.