Moosejaw Rebrand
Branding / Identity
About

Founded in 1992 by Bill Schulman, Robert Wolfe, and David Jaffe, Moosejaw is an online and physical retailer specializing in outdoor recreation apparel and gear. Their clothes and outdoor equipment are made for all climates and temperatures. Other brands like The North Face and Marmot are also sold alongside Moosejaw on their website.
Approach

The goal of this rebrand is to clean up Moosejaw's original logos. To do that, the emphasis on the "W" was replaced with that of an "M" to give a more profound link between words and visuals. As a result, a unified brand was designed based on the new logo. Both of these changes translate into their desktop and mobile websites, stationery, and brand products.
Original
Redesign
Original
Redesign