“For Widgets & Stone the Rock/Creek brand development project was wonderful on many levels,” said Paul Rustand. “It was an honor and a privilege to be able to work with the great individuals who lead such an established and successful local business. The scope of the project — to redesign everything from the logo to the signage to the advertising to the packaging — is what every design studio seeks. In addition to their forward-thinking approach to the brand identity, Rock/Creek had an impeccable grasp of their target demographics, which proved invaluable to the design process. And last, but certainly not least, the mutual respect that we experienced throughout the course of the project between client and designer was fantastic.”

The AIGA is the nationally-recognized professional association for design. AIGA is “the place design professionals turn to first to exchange ideas and information, participate in critical analysis and research and advance education and ethical practice. AIGA sets the national agenda for the role of design in its economic, social, political, cultural and creative contexts.” For the third year, the four AIGA chapters in Tennessee (Chattanooga, Knoxville, Memphis and Nashville) held a competition called the TEN Show for all designers and students in the state. This friendly competition allows designers and creators to come together to exchange ideas and show off their work.

Among the many AIGA members, Widgets & Stone, a Chattanoooga-based design firm, entered their branding work for Rock/Creek as one of this year’s projects. The two companies have been working diligently for over two years to launch a comprehensive re-branding campaign that has positioned Rock/Creek's brick-and-mortar stores as well as its e-commerce Web site for future growth within the outdoor retail industry. The challenge presented to Widgets & Stone was to develop a brand that conveys Rock/Creek's status as a company with over 20 years of brick and mortar experience, a company that has inspired customers to take adventures both on and off the trail. Rock/Creek focuses on getting its customers into the outdoors safely and comfortably. Widgets & Stone emphasized Rock/Creek not only as a retail company that sells apparel and equipment, but also as a company that focuses on the human experiences that surround these products.

“All of the feedback we’ve had on the identity has been positive,” said Mark McKnight, creative director at Rock/Creek. “The reaction within our vendor community has been the biggest source of validation for me personally— we have been told by several vendors that there simply are no other specialty retailers doing anything like this.”

AIGA

The TEN Show

2008 TEN Show on Flickr

Rock/Creek

The Rock/Creek press release, also reprinted in Chattanooga Times Free Press on Wed May 15: