Public Lands

The outdoor industry has undergone a major shift in recent years, becoming more inclusive, approachable, and dedicated to sustainability. Dick’s Sporting Goods, one of the largest outdoor brands on earth, has struggled to keep up with these changing demands. In order to maintain its position as a global leader, Dick’s created a new company called Public Lands. The brand is rooted in conservation and designed to provide customers with a hyper-local, community-based retail experience.

Public Lands approached us to create a brand guide that would effectively communicate their mission, expression, and visual identity. We built a comprehensive guidebook covering everything from their brand positioning, messaging, visual identity, to retail activations. This guide has served as a North Star for internal teams and project vendors, helping to inspire and inform their decisions along the way.