AO Coolers
Brand Strategy. Employee Brand Reveal Presentation.
With Four Fin Creative
Putting action back at the core of American Outdoors.
Opportunity
After 35 years selling award winning cooler products to marine, off-road, and other outdoor enthusiasts, American Outdoors faced newer brands like YETI and RCTIC taking up valuable share in the exploding cooler industry. AO knew it had a chance to become more recognizable.
My Role
Led AO’s CEO and management team through three strategic working sessions.
Conducted and analyzed employee surveys along with industry, company and competitive research.
Developed strategic brand elements and ultimately presented the new brand to nationwide team via Zoom presentation.
Solution
I realized AO stood for more than just coolers, but the HIGHLY active lifestyles behind the ones using them. To its core, American Outdoors was all about action - out on the boat, in the ATV, or on the highway. Customers repeatedly purchased AO because of the versatility its products offered for their active lives. Thus, #AOandGO was born and became the company’s new rallying cry.
Informed Design
Working closely with the project’s designer, a refreshed brand identity system was born from the solid brand concept and strategic elements. #AOandGO is the undercurrent of the entire design system, revealed through bold typefaces and graphics that evoke action.
