Outdoor Voices
2022 Dress Category Rebrand
Brand & Creative Messaging Strategy by meCreative Direction by Matt Owens, Chief Creative Officer
Problem:
In 2018 with the launch of The Exercise Dress, Outdoor Voices made the dress Recreational.
Three years later, the exercise dress category has taken on a life of its own—and new Recreationalists are inundated with options of every style, function, fit, and price.
With the upcoming launches of seven new styles and a reintroduction to the cult-favorite Exercise Dress, Outdoor Voices was due for a category-wide rebrand.
Services Rendered:
︎︎︎ 360º audit of market & brand insights
︎︎︎ Category positioning & strategic framework
︎︎︎ Category rename, taglines, & messaging
︎︎︎ The Exercise Dress rebrand messaging
︎︎︎ Individual product positioning & messaging
In 2018 with the launch of The Exercise Dress, Outdoor Voices made the dress Recreational.
Three years later, the exercise dress category has taken on a life of its own—and new Recreationalists are inundated with options of every style, function, fit, and price.
With the upcoming launches of seven new styles and a reintroduction to the cult-favorite Exercise Dress, Outdoor Voices was due for a category-wide rebrand.
Services Rendered:
︎︎︎ 360º audit of market & brand insights
︎︎︎ Category positioning & strategic framework
︎︎︎ Category rename, taglines, & messaging
︎︎︎ The Exercise Dress rebrand messaging
︎︎︎ Individual product positioning & messaging
Editorial Work: The Recreationalist ︎︎︎
Proud Moment: 2020 Virtual Pride
Words by meDesign by Rey Joaquin
Direction by Chris Ralston
In lieu of in-person celebrations, Outdoor Voices crafted a month-long digital experience of 2020 Pride Month, complete with fireside chats, virtual workouts, and dance parties.
The messaging was peppered with pop cultural references and festival language, with subtle nods to brand OV-isms like our core “Playground” value, to give the event series an epic, anthem-like persona.
The messaging was peppered with pop cultural references and festival language, with subtle nods to brand OV-isms like our core “Playground” value, to give the event series an epic, anthem-like persona.
Email Campaigns
Words by meDesign by Sarah Kohlbeck
Digital Experiences
Words by meDesign by Rey Joaquin