WORK / THERMAREST   |   OUTDOOR EQUIPMENT UNITEDDSN.COM

THERM-A-REST

 

 

Despite Therm-a-Rest’s category leading position and a lifetime spent obsessing over the engineering challenges of sleep system technology, they found themselves surrounded by younger, hungrier and often more agile competitors.

Like many manufacturing focused businesses Therm-a-Rest's own marketing and advertising had failed to effectively communicate the product quality and industry leading innovation on which the brand had been founded. United set about creating an elevated brand positioning and brand strategy for Therm-a-Rest that would re-establish the brand as the authority in "Camping Comfort" - offering a complete camping solution.

United conducted both a comprehensive consumer research program, as well as an immersive deep dive category and brand audit. Enabling us to identify five key consumer target groups and determine the strategic approach Therm-a-rest could uniquely leverage.

This resulted in the creation of a brand unlike anything the U.S. Outdoor Category has seen or experienced before.


DISCLAIMER: The design / marketing / advertising concepts and intellectual property within this presentation cannot be reproduced without permission from United Dsn LLC.
The designs serve as concept purpose only. Example images have been sourced from publically accessible brand resources.

 

REPOSITIONING AND REBRANDING THE CATEGORY LEADER IN CAMPING MATTRESSES AS AN ASPIRATIONAL 'CAMPING SOLUTIONS' LIFESTYLE BRAND

 
  01

  STRATEGIC BRAND GROWTH
  PRODUCTS, OFFERINGS,
  CONSUMER & MARKETPLACE

  02

  POS
  DESIGN

  03

  COMMUNICATION HIERARCHY
  AND DESIGN

  04

  BRAND
  PACKAGING

  05

  ADVERTISING CAMPAIGN
  PRINT, DIGITAL, SOCIAL EVENTS

  06

  WEBSITE
  DESIGN