Where Google
Maps Ends,
onX Begins.
BRAND STRATEGY
BRAND DESIGN
ART DIRECTION
COPYWRITING
UX STRATEGY
UI DESIGN
DEVELOPMENT
SOCIAL STRATEGY
ADVERTISING
APPAREL DESIGN
Credits - Thanks to our amazing client team, Evan Davies, Eric Siegfried and the entire Montana based crew, for the opportunity to transform their brand into the new standard for off-grid GPS navigation. Jodi Glover Thiel led the strategy charge in close collaboration with Adam Bagerski. Brian Swarthout directed the design team for a successfully unified rebrand and expression. Kevin Evans and Kylie Freeman worked with Brian’s guidance to redefine who onX is today and tomorrow. Toby Grubb directed the product and digital evolution of the brand, which informed the web relaunch and ground up rebuild of the app. A special thanks to Chris Erickson at Parliament and Edwin Tofslie at Built for their efforts on completely reimagining the digital experiences. Photography by Adam Bagerski.
In 2010, outdoor exploration was changed forever. Mobile phones became GPS devices, and Eric Siegfried had figured out how to convert analog land-use maps into digital data - providing a powerful alternative to paper maps. A lifelong outdoorsman and hunter, Eric knew both the appeal of the unknown and foundational importance of accurate location information for safe exploration.
Our target consumers were derived from data currently provided by the OIA (Outdoor Industry Association). Primarily targeting the Acheiver (below) and the Outdoor Native, the onX brand messaging was able resonate with the entire range of consumers.
Audience in sight, we were able to articulate a true sense of distinction and leverage the brand DNA across a rich visual language.
The primary brand logo forms the basis for the onX icon system. By using the “X” as the foundational element and re-contextualizing the mark, an icon system can be applied across all current and future products: Hunt, Maps and Pro.
But there's much more to a brand than the mark. Clear narrative and purpose distinguish the trail blazers from the false starts. The notion of "know where you are" when located in the middle of "nowhere" resonated with our team, and rapidly emerged as the brand slogan. Distinct messaging channels followed suit along with visual branding direction and standards.
Through product and land access education, onX informs consumers and provides knowledge to unlock unparalleled experiences and preserve their sacred spaces.
onX is synonymous with personalized epic adventure as consumers are inspired to blaze their own paths.
onX arms consumers with knowledge and inspires an unshakeable desire to explore, empowering adventures to become pioneers.
We created a bulletproof design system that the in-house design team could run with, but didn't need to run away from. Similarly, we worked with digital collaborators, Parliament and Built, to apply the brand voice and look to the website and app UI respectively.
We built an evergreen social strategy to provide an additional layer of brand recognition while simultaneously giving consumers insight into the brand ethos. We leveraged accounts that were already successful and created a plan to "draft" off successful industry content creators.
Endeavors of this sort are challenging in the best of ways. We drew on a deep reserve of skill and expertise, sometimes a little weary for the effort but ultimately gratified by the strength and purpose of the brand re-released into the wild.
