Sureridge is a high-end outdoor clothing and supplies company based in Upstate New York, US. The company supplies top of the range products which promote and enable an adventurous outdoor lifestyle. Sureridge products are once in a lifetime purchases, as the quality is so good.

They require a new brand identity and a set of Point of Sale (POS) posters, which will set precedent for how the brand rolls out across the store, the online shop and across various pieces sales collateral. The new brand and poster series must evoke the thrill of outdoor sports and activities, while giving a brand impression that is nothing less than the highest quality. Think Ralph Lauren brand image meets Patagonia quality.

The new identity must outline a set of typefaces and a primary colour palette which can be used across all brand communications. The client would also like to see some variants of their logo mark, offering a few alternative crest or badge options which may be suitable for clothing, products and other merchandise.