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Transforming a Shorts Company into a Timeless Outdoor Brand

A deep dive into our strategy and design efforts.

4am
4am
Sep 11, 2018 · 6 min read

Summary

Challenge

Tasks

Lastly, we also wanted to differentiate Bearbottom from its competitors by making it into a timeless brand. We wanted to shy away from gimmicky tactics and instead, build a brand that exemplifies adventure like Patagonia…but with shorts.


Mission Statement

During the brand consultation, we asked the founder what was the main driving force behind the company and its philanthropic efforts. He simply replied, “to just do good.” After hours of brainstorming with him, we formed the mission statement:

Doing good by creating products that encourage everyday adventure.

We adapted the mission statement to his response and kept it broad enough to be applicable beyond apparel. His vision is to be the go-to apparel company for the adaptable dude– quality, stylish, and affordable products that can elevate all your adventures from the peak of Machu Picchu to the tabletop of Sunday Funday brunch. Bearbottom products essentially encourage everyday adventure.

Once the mission statement was developed, it informed all other design, branding, and marketing decisions to come. We now had the North Star we needed to make sure that Bearbottom would always be headed in a direction that was true to its core DNA.


Branding

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The redesigned brand guide includes a new mission statement, slogan, fonts, color palette, tone, and imagery.

Website

When redesigning the Bearbottom site, we wanted to use protocols that our users would be familiar with. Big hero image, products on the home page, and an easily navigable menu were essential elements. But we didn’t stop with the layout.

Play the Long Game. Content is always king, so we reshot all of Bearbottom’s products to match the new look and feel of the brand. This was a massive undertaking but ultimately served us in the long run by giving us endless quality content to use for the site, social channels, and newsletters.

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Let the Data do the Talking. Some decisions are better left to instinct. We believe most are better left to data. So we left most UX decisions up to the only demographic that matters– the users. We conducted individual user testing and sent out a feedback survey, which received over 500 responses. Our team used the feedback to implement the new design.

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After the website redesign, Bearbottom saw an increase of over 60% in conversions.


Communications Strategy

Social Media Content

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  • Organic following increased by over 12% to over 22K followers
  • Page views totaled over 37K in 3 months
  • Total Reach increased by 38% to over 406K
  • Total Likes increased by 71% to over 23K
  • Total Impressions increased by 44% to over 621K
  • Total Engagement increased by 125%

Paid Social

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  • Website Purchase Conversion Value increased by over 22%
  • Ad spend provided 4x return on investment
  • Purchases increased by over 24%

Email Campaigns

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  • New subscribers increased by over 45%
  • Conversion rates on e-commerce products increased by over 23%
  • Total transactions increased by over 72%
  • Revenue from emails increased by over 75%

Conclusion

“The brand consultation 4am gave us was extremely effective for us. We defined who our customer base truly is as well as who we are as a company and brand. This has helped us to better position ourselves and give our customers the best experience possible.” -Rob Felder, CEO & Founder


Thanks for reading our case study! If you’d like to work together, please email us at hello@4am.studio

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