The European Outdoor Group (EOG) is a membership organisation that promotes and advocates for the Outdoor Industry in Europe. They promote sustainable business practises, provide invaluable market insights, develop industry leading events and discussions and influence European policy. With over 145 members, they are one of the largest voices in the outdoor industry, creating and promoting change throughout all levels of business and policy.
As a small independently minded team, the European Outdoor Group (EOG) had previously struggled to build brand consistency across all channels due to the wide ranging nature of their work, as well as the number of people involved in asset development. To remedy this, a subtle and generic branding was quickly developed internally. This approach didn't effectively communicate the internal culture and dynamism of the EOG. There was no strategy behind the creative execution resulting in a brand that could easily be overlooked - and did not effectively represent its member base.
Develop the European Outdoor Group brand into a distinctive and memorable brand that effectively represents our membership. Increase the efficacy of the brand communication across all platforms. Make the branding easy to use and consistent across everything.
The outdoor industry is made of brands that started as renegades seeking to change the established norm. The cultures that they build are ones of positivity, inclusion and deep care for the environment. We needed to be more impactful, while developing strong design structures to maintain consistency. The EOG needed to reflect the inclusivity of outdoor culture by recognising that not everyone is “top of the mountain” customers.
Using governmental-style design systems, paired with more inclusive and meaningful imagery, colours and fonts - we could balance the professional needs of EOG with a more dynamic brand aesthetic. The EOG needed to operate as an “approachable voice of authority” within the industry, so setting up complete design systems gave the communications the structure and authority needed. This was paired with a much more generous approach to imagery, typeface and colours to give dynamism and allow for inclusivity. This allows the brand to flex within the system - building recognition and authority across all platforms.
The rebrand has strategically aligned the EOG to be more relevant to brands and retailers through consistency of brand and clearer communications. This has resulted in much more effective member communications and a brand platform built for growth and recognition.
