Roark
Opportunity
Roark is an established adventure lifestyle brand with a rich legacy of storytelling, global exploration, and category-defining content. But after 13 years of growth, new product lines, and expanding audiences, the brand needed a clearer focus for its next chapter. Our task was to help Roark put a stake in the ground and define the adventure lifestyle category it had been quietly building.
We began by conducting a brand audit and stakeholder interviews, uncovering a need to unify Roark’s story across men’s, women’s, and new verticals like RunAmok. From there, we built a new brand framework anchored in a single powerful truth: Adventure Never Fails. We redefined the brand’s purpose, vision, promise, and pillars, modernizing Roark’s identity while preserving the raw spirit that made it iconic. Our deliverables included a full brand architecture, a new tagline, a brand manifesto, and a campaign video — setting Roark up to inspire a new era of adventurers.
Client
Roark
Scope
Category Strategy
Brand Blueprint
Manifesto & Tagline
Product Positioning
“As we went through the process of validating the Roark brand I built over a decade, it felt like Chris was a genealogist. He traced back who Roark was scientifically, combing through both DNA and the mutations fed by employees and consumers along the way. As brands, we strive to be true to our first principles, it was refreshing to have Chris challenge who I thought we were with evidence and instinct, then help reset with a comprehensive, well-built brand house.”
Ryan Hitzel
Founder & Chief Brand Officer
Roark
