Brand Audit, Rebranding, Brand Guidelines, Photography Guidelines, Sub-brand Guidelines, External Facing Department Guidelines
OIA is the voice of the outdoor recreation industry, both locally and in Washington D.C., serving more than 1200 manufacturers, retailers distributors, suppliers, sales representatives, nonprofits and outdoorists. OIA focuses on increasing outdoor participation, advancing sustainable business practices and shaping public policy. Founding members include REI, The North Face, Patagonia, Sierra Designs, among others.
OIA came to us with a common problem, they had grown from their humble beginnings, and as they grew, their brand had gone off the rails. A small company had become many departments with many events and programs, all siloed from each other. OIA was doing great work on the behalf of their members and they wanted a streamlined brand that demonstrated their commitment to the outdoors and to their valued consumers.
In order to convey the inherent values of OIA — authenticity, trust, leadership, connection, knowledge — we took a fresh, forward-thinking perspective on how OIA connects with members and how to convey OIA's commitment to the outdoors. Using contemporary graphic systems helped OIA demonstrate expertise and confidence. Full bleed photos immerse viewers in the story, providing the grounds for connection. Images and type intermingle, infusing our message with the environment to create the understanding that OIA and the outdoors are truly intertwined.
OIA works with a few design partners, some inhouse, some out-of-house. To create unity across all possible design hands, we developed extremely specific brand guidelines that included: logo usage, typographic systems, design details (graphic elements, color, white space, captions), color palettes, photographic styles (people, landscapes, wildlife, manufacturing, textures), illustration style and infographic design style).
When it all comes together.
OIA has many sub-brands, programs, events, and external facing departments. This is where, historically, the entire system started to go haywire. Most of these separate entities were being worked on by different teams with different goals, in isolation of each other. Many of these entities are very different in content and premise, so our solution was to create a streamlined lockup system that allows for freedom in the collateral development, giving each program it's own unique feel, while keeping everything on-brand.