How to stand out in the crowd and reach your potential customers: it’s the biggest question in business, and one we feel is answered best with our Story–Emotion–Engagement process. ExOfficio, a mid-sized player in the highly competitive adventure clothing market, was struggling to find the right answer for its audience.

To speak effectively about its products ExOfficio needed to understand its own story, as well as how its best customers – a strong core following – viewed the brand.

Extensive research with consumers, corporate teams, sales people, and retail employees was combined with guided sessions that pushed the management team to succinctly define their vision of the brand. What came out the other side was a breath of fresh air: a clear view of the past, present, and future of ExOfficio, and a brand playbook to serve as a solid foundation for future brand initiatives.

The videos shared here give an overview of our process with ExOfficio, as well as thoughts and reactions from the leadership team.