OFFUTT Outdoors is the multi-faceted consulting business of industry veteran and outdoor athlete Bryan Offutt. Bryan’s business spans all facets of the outdoors industry – from hunting to adventure sports to tactical and athletic sponsorships. Offutt asked Fifteen4 to create a distinct brand identity to bridge the gap between their different audiences. We developed an identity that is not exclusive to any segments yet carries character traits that are common to all — tough, tactical, bold, fierce, fearless.
As we spoke with Brian about his experiences, he described a weeks-long trek through Alaska tracking a massive moose bull. That adventure changed his life and provided the starting point for the identity.
After multiple rounds of iteration, the chosen design is a chiseled, minimalistic representation of a moose. Avoiding the “trophy hunt” stereotypes, it creates a powerful badge that works in various scales. The final identity system can be combined with several secondary graphic elements, allowing for dynamic, custom applications.