GCI
GCI Outdoor has long been known for creating thoughtfully designed, durable gear that brings comfort to life outside.
As the brand looked toward its next chapter, there was an opportunity to more clearly express the innovation, patented technology, and outdoor experiences that set GCI apart. We led consumer research, defined a product segmentation framework rooted in how people actually use GCI, and established an evergreen storytelling platform centered on the joy of gathering outside, together.
We launched Front Row Seat to Life as GCI’s new brand platform and campaign. Setting the foundation for a refreshed identity and a more active, expressive brand system, we refined the logo, expanded the visual vocabulary, introduced a new font library and color system, and created visual tools to support richer storytelling—bringing color, comfort, and innovation to life across every touchpoint.
The Results
Brought to life across paid, owned, and earned channels, the brand work unified GCI’s expression and clarified how product innovation and comfort show up in real outdoor moments. By meeting consumers where they gather—beach days, concerts, tailgates, and campsites—the work deepened emotional connection, strengthened product relevance, and drove meaningful growth.
Kim, Lily, and their team have been instrumental and invaluable partners in developing our marketing strategy and creative assets. I've thoroughly enjoyed our brainstorm and creative sessions for everything from big picture marketing strategy to email and digital asset design. Working with Creatively for an outside perspective on our business and how to grow it has been an important and meaningful investment.