what we did
Research
Brand Strategy/Architecture
Creative Development
Brand Design
Brand Guidelines
Founded 25 years ago by a couple of “corporate refugees” who wanted to do their own thing while pursuing the outdoor activities they loved, Backbone had grown to 100+ people with a modern service offering far beyond traditional PR where the agency began. Backbone came to CG looking to hone and codify its agency story, positioning, and develop a new creative look/feel to set the stage for the next 25.
Brand Positioning:
The Here & The Next
No agency in the outdoor space has worked with more top-tier outdoor brands than Backbone — giving the agency an unmatched level of credibility. That heritage will always be the foundation for the agency, but going forward we needed to speak to the cutting edge capabilities propelling all their growth today and emotionally connect to
Location Specific Websites
San Diego, Stapleton (Denver), and the overall PBS brand are highlighted below. Each site used composite illustrations with custom calls-to-action that were relevant for each location. These location specific sites were managed through our custom Wordpress environment for efficiency, while allowing each location to truly connect with those brand lovers in each city where PBS operated.
