HOW GEARAMERICA FINALLY LOOKED AS TOUGH AS IT IS
Client
LONE CONE
Service
Creative Direction,
Strategy, & Execution
Year
2016- 2025
GearAmerica had a logo. That was about it. For a rugged recovery gear brand, a thin orange wordmark did not exactly scream trust or durability. Competitors like Rhino USA were running laps in recognition and market share.
Strategy
I set a vision to make GearAmerica look like what it actually was: rugged, durable, and proudly American. We started with a bold new logo and built a full identity around it. Typography, color systems, packaging, and a rebuilt website gave the brand consistency and weight. PickFu testing and competitor analysis kept us grounded in what the off-road community actually cared about.
My Role
I led the rebrand across every touchpoint. I directed the logo redesign, packaging, typography, and website while guiding my team through strategy and execution. I also handled creative for social, email, and content to keep the story consistent everywhere. I worked with suppliers on launches and partnered with a photo agency to capture premium imagery that matched the new look.
Results
The rebrand launched with five new products and pulled GearAmerica back onto the search page. The brand regained visibility, the community actually noticed, and leadership called it a turning point. GearAmerica was no longer the brand with the skinny orange logo. It looked like a premium competitor that belonged.
