GearAmerica Rebrand
GearAmerica Rebrand
GearAmerica is a leading off-road recovery brand trusted for its dependable equipment and loyal community of off-roaders. As competition in the category grew, the brand needed a complete refresh to win back market share, rebuild trust, and stand out as the rugged, proudly American brand it truly was. The goal was to move GearAmerica from a purely functional gear supplier to a premium, lifestyle-driven recovery brand that reflected the pride and capability of its audience.
GearAmerica is a leading off-road recovery brand trusted for its dependable equipment and loyal community of off-roaders. As competition in the category grew, the brand needed a complete refresh to win back market share, rebuild trust, and stand out as the rugged, proudly American brand it truly was. The goal was to move GearAmerica from a purely functional gear supplier to a premium, lifestyle-driven recovery brand that reflected the pride and capability of its audience.
Overview
Overview
Creative Direction
Brand Identity & Positioning
Packaging Design
Website Design & Strategy
I led the creative direction for the rebrand, guiding the team through a full strategic and visual transformation. The focus was on building a bold identity rooted in grit, performance, and authenticity that looked and felt as tough as the products themselves.
Working closely with leadership and my creative team, I developed a brand system that introduced a new logo, rugged typography, and a cohesive photography direction built around real use and real people. I also oversaw the website rebuild, packaging redesign, and digital rollout to ensure every touchpoint reinforced GearAmerica’s new standard of strength and consistency.
The rebrand launched alongside five new products and a renewed social presence that energized the community across Facebook and YouTube. The result was a unified, high-impact identity that reclaimed visibility, reconnected with loyal off-roaders, and positioned GearAmerica as a leading competitor once again.
I led the creative direction for the rebrand, guiding the team through a full strategic and visual transformation. The focus was on building a bold identity rooted in grit, performance, and authenticity that looked and felt as tough as the products themselves.
Working closely with leadership and my creative team, I developed a brand system that introduced a new logo, rugged typography, and a cohesive photography direction built around real use and real people. I also oversaw the website rebuild, packaging redesign, and digital rollout to ensure every touchpoint reinforced GearAmerica’s new standard of strength and consistency.
The rebrand launched alongside five new products and a renewed social presence that energized the community across Facebook and YouTube. The result was a unified, high-impact identity that reclaimed visibility, reconnected with loyal off-roaders, and positioned GearAmerica as a leading competitor once again.
Logo Creation
Logo Creation
GearAmerica’s original logo was a thin orange wordmark that lacked the strength and authority of the products behind it. For a brand built on durability and performance, it needed a mark that immediately conveyed trust, grit, and confidence. I led the redesign process from concept through refinement, setting a direction that reflected both the brand’s rugged American identity and its premium positioning within the recovery gear space.
The final logo introduced bold weight, geometric precision, and an emblematic mark that could both stand alone across packaging, hardware, and digital platforms and represented the USA at a glance. It became the foundation for the broader rebrand, giving GearAmerica a sense of credibility and impact that matched its reputation among off-roaders and outdoor enthusiasts.
GearAmerica’s original logo was a thin orange wordmark that lacked the strength and authority of the products behind it. For a brand built on durability and performance, it needed a mark that immediately conveyed trust, grit, and confidence. I led the redesign process from concept through refinement, setting a direction that reflected both the brand’s rugged American identity and its premium positioning within the recovery gear space.
The final logo introduced bold weight, geometric precision, and an emblematic mark that could both stand alone across packaging, hardware, and digital platforms and represented the USA at a glance. It became the foundation for the broader rebrand, giving GearAmerica a sense of credibility and impact that matched its reputation among off-roaders and outdoor enthusiasts.
Website Rebrand
Website Rebrand
The website was completely rebuilt to match the new identity and better serve the off-road community. I led the creative direction for the redesign, working closely with my team lead and her team of three to bring the new site to life. Together, we created an experience that felt as rugged and capable as the gear itself. The new site emphasized performance and pride, with bold visuals, strong product hierarchy, and storytelling that reflected the passion of real off-roaders.
My team owned the process end to end, from wireframes to final creative working closely with those who created the brand. We restructured the navigation, refined product presentation, and built a design system that gave every page consistency and weight. The result was a cohesive, high-impact digital experience that strengthened GearAmerica’s credibility, improved discoverability, and finally made the brand look and feel as powerful as its products.
The website was completely rebuilt to match the new identity and better serve the off-road community. I led the creative direction for the redesign, working closely with my team lead and her team of three to bring the new site to life. Together, we created an experience that felt as rugged and capable as the gear itself. The new site emphasized performance and pride, with bold visuals, strong product hierarchy, and storytelling that reflected the passion of real off-roaders.
My team owned the process end to end, from wireframes to final creative working closely with those who created the brand. We restructured the navigation, refined product presentation, and built a design system that gave every page consistency and weight. The result was a cohesive, high-impact digital experience that strengthened GearAmerica’s credibility, improved discoverability, and finally made the brand look and feel as powerful as its products.
Product and Packaging Revamp
Product and Packaging Revamp
The rebrand launched alongside five new products, marking a major milestone for GearAmerica’s refreshed identity. I partnered with one of my graphic designers to bring the new line to life from the ground up, overseeing everything from packaging design to product creation. Together, we developed packaging systems that included boxes, inserts, and hang tags designed to showcase the new brand while standing up to the rugged, performance-driven world of recovery gear.
The launch featured new tow straps and ratchet straps, the tow straps released in multiple sizes and in both a bold red and a limited-edition camo variation. Every detail, from color selection to material finishes, was chosen to highlight strength, durability, and pride in use. The new products served as a tangible expression of the rebrand, reinforcing GearAmerica’s identity as gear built to work hard and look good doing it.
The rebrand launched alongside five new products, marking a major milestone for GearAmerica’s refreshed identity. I partnered with one of my graphic designers to bring the new line to life from the ground up, overseeing everything from packaging design to product creation. Together, we developed packaging systems that included boxes, inserts, and hang tags designed to showcase the new brand while standing up to the rugged, performance-driven world of recovery gear.
The launch featured new tow straps and ratchet straps, the tow straps released in multiple sizes and in both a bold red and a limited-edition camo variation. Every detail, from color selection to material finishes, was chosen to highlight strength, durability, and pride in use. The new products served as a tangible expression of the rebrand, reinforcing GearAmerica’s identity as gear built to work hard and look good doing it.
Social Media
Social Media
Facebook and YouTube are at the center of GearAmerica’s community, so we focused on giving both a strong new presence during the rebrand. I led creative direction across social, developing new post templates, campaign graphics, and refreshed intro and outro animations for YouTube content. The updated visuals and tone helped reengage loyal followers, strengthen brand recognition, and keep GearAmerica’s storytelling consistent across every channel.
Facebook and YouTube are at the center of GearAmerica’s community, so we focused on giving both a strong new presence during the rebrand. I led creative direction across social, developing new post templates, campaign graphics, and refreshed intro and outro animations for YouTube content. The updated visuals and tone helped reengage loyal followers, strengthen brand recognition, and keep GearAmerica’s storytelling consistent across every channel.
Conclusion
Conclusion
The rebrand marked a turning point for GearAmerica, giving the brand the strength, consistency, and recognition it needed to compete at the top of the recovery gear category. From the logo and packaging to the website and social presence, every detail was rebuilt to reflect the grit, pride, and reliability that define the off-road community.
The launch of five new products, combined with refreshed creative across all channels, helped GearAmerica regain visibility, win back market share, and reconnect with the customers who made the brand what it is. What was once a thin orange wordmark became a bold, unified identity built for real performance and real people.
The rebrand marked a turning point for GearAmerica, giving the brand the strength, consistency, and recognition it needed to compete at the top of the recovery gear category. From the logo and packaging to the website and social presence, every detail was rebuilt to reflect the grit, pride, and reliability that define the off-road community.
The launch of five new products, combined with refreshed creative across all channels, helped GearAmerica regain visibility, win back market share, and reconnect with the customers who made the brand what it is. What was once a thin orange wordmark became a bold, unified identity built for real performance and real people.