Sierra: Redefining a Brand for the Outdoor Sportsman Show
About Sierra
Sierra is a leader in outdoor and sporting goods, specializing in high-quality equipment for enthusiasts across hunting, fishing, hiking, and outdoor activities. Known for its dedication to craftsmanship and innovation, the brand has a long-standing reputation for excellence in the outdoor industry.
Role
Brand Manager Intern
Web developer, UX research, Graphic Designer, Brand strategy, SEO
December 2008 - 2009
My responsibilities
Brand Development
Refining Sierra’s visual identity to align with the 2008 Outdoor Sportsman Show and resonate with the target audience.
Asset Creation
Designing and producing a comprehensive catalog, event signage, advertisements, and marketing materials for the show.
Product Photography Management
Coordinating and overseeing product photography to ensure high-quality visuals for marketing materials.
Leadership and Adaptability
Taking ownership of the brand’s direction and marketing efforts during a time of significant organizational change.
Project Challenge
The primary challenge was preparing Sierra’s brand for the 2008 Outdoor Sportsman Show, a pivotal event for showcasing new products and reinforcing brand presence. This involved:
- Event-Specific Branding: Updating the Sierra brand to align with the show's themes while maintaining its core identity.
- Comprehensive Marketing Assets: Developing a catalog of new products, event signage, co-op advertisements, and managing product photography.
- Adapting to Change: Managing the brand in the absence of the majority of the marketing team, which required stepping into leadership roles and taking on additional responsibilities.
Objective
The main objective was to present Sierra as a strong and innovative presence at the 2008 Outdoor Sportsman Show. This required creating a cohesive and visually compelling brand experience that would capture the attention of attendees and establish Sierra as a leader in the outdoor market.
Brand and Asset Development
Event Catalog
A cornerstone of the project was creating a catalog to showcase Sierra’s new products. The design emphasized:
- Clear, engaging layouts to highlight product features and specifications.
- Consistent branding elements that tied back to Sierra’s core identity.
- High-quality visuals and a rugged, outdoor aesthetic to appeal to the target audience.
Event Signage
The event signage was designed to capture attention in the busy environment of the Outdoor Sportsman Show. Key strategies included:
- Bold typography and dynamic imagery to stand out in crowded spaces.
- Strategic use of Sierra’s brand colors and logos to reinforce brand recognition.
- Modular designs that could be repurposed for future events.
Co-Op Advertisements
Collaborative advertisements with partner brands were crafted to highlight Sierra’s products while maintaining a unified brand presence. This required careful coordination with partners to ensure alignment in tone and messaging.
Product Photography
High-quality product photography was essential for creating impactful marketing materials. I managed the process, including:
- Planning and directing photoshoots to capture the unique features of each product.
- Ensuring consistency in lighting, angles, and styling across all images.
- Coordinating with photographers and post-production teams to deliver polished visuals.
Challenges and Growth
The updated branding and marketing materials for the 2008 Outdoor Sportsman Show were a success. Key outcomes included:
- Enhanced Brand Presence: Sierra’s booth and materials stood out at the event, attracting attention from attendees and reinforcing the brand’s position in the outdoor market.
- Improved Product Visibility: The product catalog and photography effectively showcased new offerings, driving interest and sales.
- Personal and Professional Growth: The experience allowed me to hone my design, leadership, and project management skills in a high-pressure environment.
Results and Impact
The updated branding and marketing materials for the 2008 Outdoor Sportsman Show were a success. Key outcomes included:
- Enhanced Brand Presence: Sierra’s booth and materials stood out at the event, attracting attention from attendees and reinforcing the brand’s position in the outdoor market.
- Improved Product Visibility: The product catalog and photography effectively showcased new offerings, driving interest and sales.
- Personal and Professional Growth: The experience allowed me to hone my design, leadership, and project management skills in a high-pressure environment.
Conclusion
My time at Sierra during the 2008 Outdoor Sportsman Show was a transformative experience. The challenges of stepping into expanded roles during a period of change allowed me to not only contribute to the brand’s success but also to grow as a designer and leader. By combining strategic thinking with creative execution, I was able to help Sierra make a lasting impact at a critical industry event.