D.S.Phillips
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EMS Outdoors

Eastern Mountain Sports is an outdoor clothing and equipment retailer. Though well known to a hardcore set of outdoor enthusiasts, their old identity failed to speak to the growing demographic of casual recreational outdoor users. The challenge was to re-imagine their image and appeal to new consumers while not alienating the old customer base.

This work was done for digital agency LiveAreaLabs.

This work was done for digital agency LiveAreaLabs.

This identity symbolizes the two main areas of outdoor activities: the green representing land sports (hiking, biking) and the blue representing water/ice sports (kayaking, skiing). The negative space below forms a mountain peak.

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