Backcountry had taken on many different personalities since its start in 1996. By 2016 it had grown to become masculine, expansive, and unorganized.
The brief was to simplify in order to make shopping less complicated and to build a stronger bond with their community. We implemented a new identity and web direction that made Backcountry the essential retailer for all things outdoors.
Branding | Web Design | Out of Home | Art Direction Chris Partelow