Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.
Approach

Working with some of the most experienced brokers in the region, Capacity brings unmatched knowledge to its work. Through both visual identity and voice, we wanted to build a brand that reflected that. Clear, bold, and confident.

Capacity Logo
Logo

The skyline represents ingenuity, growth, and Capacity’s unwavering pursuit to go further and higher. It’s an evolution of the previous logo that demonstrates a maturing and refinement that’s in lockstep with the brand’s Pacific Northwest footprint.

Capacity brand guidelines
Color Palette

Capacity’s brand can show up just about anywhere, from project banners on construction sites to leasing signs on vacant buildings. As such, color plays an important role in identifying and drawing attention to the brand in areas where it could otherwise be missed. We modified the original Capacity blue and complemented it with a new, bold yellow. This combination provides high visibility, for both logo and text, whether up close or at a distance.

Example of capacity signs out in the wild
Outdoor Signage

The large outdoor signs advertising the various Capacity-represented properties are arguably the most important part of the brand’s visual identity. In addition to standing out vibrantly against the typically gray backdrop of the Pacific Northwest, they needed to be clear, concise, and easy to read from far away. In addition to the new color palette, we selected typography specifically to meet this goal and designed a simpler, punchier text layout to make the best use of the real estate available (no pun intended).

Power of Place
Brand Anthem

There was only one choice for an anthem we seriously considered. “Power of place” is simple, impactful, and clearly connects the Capacity brand to what it does. It also hints at the importance of the company’s role in Portland and the Northwest. It’s not just the power of place, in general, but the power of this place, and the power of the people here who make it all work.

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.
Branding

Our goal was to help Zest visually break away from the competition and clearly establish itself as friendly, vibrant, and different. We chose a bold-but-welcoming color palette, developed an expressive logo, and directed the production of custom illustrations to help tell Zest’s story. This was supported by a brand voice that honed in on the concepts of being refreshing and compassionate.

Zest
Logo

We started from scratch with pencil and paper, then experimented and iterated over multiple rounds. The wordmark that was eventually selected is a gesture to the support Zest provides its customers, with the lower stroke of the Z extending horizontally to elevate its neighbor e above the baseline. A lettermark was also created to serve as a favicon, social profile image, and app icon.

Example of fonts and color palette chosen for zest.
Typography

Typography has carefully chosen to communicate a sense of refinement and inclusion. It’s friendly, welcoming, and creates contrast between the display and text fonts.

Color Palette

Given the name Zest, orange seemed an obvious choice—it also helped surface the brand from the industry’s sea of drab tones. This was balanced with two cooler blues and a calming off-white, paying close attention to accessibility guidelines to ensure legibility.

Example of various illustrations for zest
Illustrations

In an industry that relies heavily on stock imagery, we knew going in that we wanted to use custom illustrations to present Zest as new and different.

Screenshot of Zest website on phone and computer.
Website

We designed Zest’s website to reflect its personality and mission, making it bright, approachable, and easy to use.

Live Your Zest Life
Healthcare is filled with a lot of brands that are safe and indistinguishable. Blue Collar worked with us as true partners; first, deeply understanding our innovative process, then building a brand strategy from the ground up that conveys Zest’s refreshingly different approach to helping people manage their psoriasis and eczema.
- Ray Costantini, CEO

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

CAMPAIGN ANTHEM & CREATIVE CONCEPTS

Our goal was to present the OpenRange as something so impressive, you had to see it to believe it. Our anthem of “Open Unbelievable” captured this idea while playing off the name of the product. It also matched perfectly to our creative concept of a Sasquatch family camping trip, which gave us a fun, eye-catching way to illustrate the product’s features and benefits.

VIDEO PRODUCTION

To present the OpenRange as the easy-to-use meal prep solution for the modern camper, we wrote, directed, and produced a 1.5-minute launch video that demonstrated the product being used in a real-life — albeit slightly exaggerated — scenario. To keep the budget within the client’s constraints, we developed a story  that could be told in a single location and without dialog.

PHOTO ASSET DEVELOPMENT

During the video production, we also captured still images that carried the characters and narrative into other contexts. The goal was to efficiently build a database of images that would not only be used in the immediate campaign deliverables, but also for future advertising, as needed.

LANDING PAGE & EMAIL

We designed and developed a campaign landing page and announcement email, both built around our core creative concept and using the image assets we created.

ONLINE ADS

We developed a collection of social and display ads targeting the outdoor enthusiast market.

"We were stepping into new territory with a product in a new-to-us category.  With the advertising market being heavily saturated we needed to cut through the clutter and we knew the Blue Collar team was perfect for the job. And they sure delivered! From the ideation to the attention to detail with props and costumes to the fast turnaround and end result – they crushed it!  People will be talking about this campaign for years to come."
MARIE MAJOR, DIRECTOR OF CONSUMER EXPERIENCE

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

“We were looking to own the digital bike space – launching two new bike racks – for a short time period and we wanted omnichannel consistency. A tremendous amount of work went into the design and development of the new StageTwo and HangTight bike racks so it was only right that the launch be given the same amount of respect. Blue Collar shifted into high gear and topped the podium. Not only were the ideas they brought to the table fresh and on-brand but they presented the level of stoke we were looking for.“
-  MARIE MAJOR, DIRECTOR OF CONSUMER EXPERIENCE

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

“We were looking to own the digital bike space – launching two new bike racks – for a short time period and we wanted omnichannel consistency. A tremendous amount of work went into the design and development of the new StageTwo and HangTight bike racks so it was only right that the launch be given the same amount of respect. Blue Collar shifted into high gear and topped the podium. Not only were the ideas they brought to the table fresh and on-brand but they presented the level of stoke we were looking for.“
-  MARIE MAJOR, DIRECTOR OF CONSUMER EXPERIENCE

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

I so appreciate Blue Collar giving me the opportunity to get a behind the scenes look at the photo shoot. It was incredible to see the amount of thought and preparation that went into each shot, and how passionate each member of the team was about what they were doing. Everyone involved clearly cared deeply about the images they were capturing and the story they were telling with those images, and it was a privilege for me to see them in action. And certainly the highlight of the day was getting the opportunity to fly in one of TacAero’s tailwheel planes, what an amazing experience!
-  MARK SCHREIBER, PRESIDENT

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

CAMPAIGN ANTHEM AND CREATIVE CONCEPTS

Our goal was to present the OpenRange as something so impressive, you had to see it to believe it. Our anthem of “Open Unbelievable” captured this idea while playing off the name of the product. It also matched perfectly to our creative concept of a Sasquatch family camping trip, which gave us a fun, eye-catching way to illustrate the product’s features and benefits.

CRKT 2021 Lifestyle Shoot

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.
CAMPAIGN STRATEGY

Instead of creating stories that uplifted and illustrated their long-standing, powerful brand strategy: Confidence in Hand, we went out into the world and found them. After days of diving deep into our adventurous rolodexes and making phone call after phone call, we found three guys that lived Confidence in Hand every day.

CAMPAIGN ANTHEM AND CREATIVE CONCEPTS

Our goal was to present the OpenRange as something so impressive, you had to see it to believe it. Our anthem of “Open Unbelievable” captured this idea while playing off the name of the product. It also matched perfectly to our creative concept of a Sasquatch family camping trip, which gave us a fun, eye-catching way to illustrate the product’s features and benefits.

CONTENT DEVELOPMENT

Instead of zeroing in on the story of the knives, we dove into the stories of the three rugged, march-by-the-beat-of-your-own drum guys. This is when the knives came to life in ways we could never tell in a studio or a product description. This is where Confidence in Hand truly makes sense—in the angry oceans, the expansive skies, and deep in the woods. We were there to capture it all.

ROLLOUT

We created three full-blown blog posts that became the epicenter of these stories. Replete with photos, video, and an honest retelling, this is where we drove traffic from all other channels. Embedded within these posts (and elsewhere, too) we embedded powerful calls to purchase.

EXECUTION

The Wells Fargo Careers site is chock full of engaging information and resources for job seekers so we amplified their presence with a UX exercise and reimagination of what their site could do. Using full-width design, we brought our story to life with color, escorting the user through the value proposition of a job at Wells Fargo while providing them ample opportunity to click through and get their application process started or find a story that better suited them.

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

CAMPAIGN ANTHEM AND CREATIVE CONCEPTS

Our goal was to present the OpenRange as something so impressive, you had to see it to believe it. Our anthem of “Open Unbelievable” captured this idea while playing off the name of the product. It also matched perfectly to our creative concept of a Sasquatch family camping trip, which gave us a fun, eye-catching way to illustrate the product’s features and benefits.

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

MARKETING STRATEGY

From our research, we knew that our core demographic is highly engaged on Instagram, stays on top of her email inbox, and is the primary trip planner for her family and friend group. So we crafted our marketing strategy around reaching her with relevant and timely information on the platforms she frequents. We also work hand-in-hand with a PR firm to ensure our strategies are in lockstep and mutually beneficial.

WEBSITE

Guided by a new Visit Hood River tourism initiative, our team commenced a site overhaul by developing an SEO and UX optimized channel from scratch. The new digital space presents a welcoming, unique experience for inquisitive, first-time Hood River visitors, to enlivening the stories of local businesses. The culmination of best-in-class front-end components and freshly branded design elements amounts to a digital space we’re ever-so proud to present.

“Blue Collar Agency is a creative powerhouse, consistently producing refreshing, original content for our brand and strategy. They excel in their ability to listen to the demands of the destination marketing industry and drive strategy while adapting to the ever changing needs. Blue Collar agency is truly an extension of the Visit Hood River team.”
- ASHLEY HUCKABY MAY - DIRECTOR

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask
For the launch of its new EXO OpenRange, Yakima came to us with a unique dilemma: How to market a product that was unlike anything it had ever released. The OpenRange is a sophisticated take on a “chuck box,” a kitchen-in-a-box camping accessory that makes home-style meal prep possible in the great outdoors. Naturally, we created an equally “sophisticated” campaign to show it off.

APPROACH

We took a show-not-tell approach to illustrate the innovative features of the OpenRange across a variety of media, all of which connected back to our core creative concept. The visuals were fun, eye-catching, and unlike anything Yakima had done before — just like the OpenRange itself. At the same time, this concept kept everything grounded in Yakima’s primary wheelhouse of outdoor adventure.

"Sigma and Blue Collar have a long and collaborative history. They know our business well and all of their work reflects the richness of the relationship. When the time came to upgrade our website, they understood the goal of improving engagement with our current customers and attracting new ones, inspiring loyalty in both. With the new site, SIGMA stands out in a smart, attractive, and impressive way. Almost immediately, we saw results that spoke to the goal. As the person responsible for budgets, deadlines, and end results, I must mention that every member of the BC team, both on the creative and account sides, made the process as straightforward, transparent, and painless as possible. Thank you, Blue Collar, for beautifully positioning SIGMA for the future!"
CHRISTINE MOOSSMAN, DIRECTOR OF MARKETING

Yakima OpenRange

Open Unbelievable
What we did
Campaign Strategy
Campaign Concept
Content Development (Photo & Video)
Landing Page
Advertising (Online & Print)
The Ask

Nearly all the US hazelnut crop—99%—is grown in Oregon. Known for being a delicious complement to chocolate, hazelnuts are often found in butters or as a holiday treat. But these nutrient-packed nuts have much more to offer, something many consumers aren’t aware of, at least those living outside of the Pacific Northwest.

Hazelnut Growers of Oregon tasked us with changing that. They needed a full refresh of their Oregon Orchard CPG brand, from messaging to packaging, to bring hazelnuts to a national stage. Our challenge was two-fold: attract the attention of nut-curious shoppers and win over grocery store executives who are wary of adding products to what they may perceive as an overstocked category.

Approach

To start, we interviewed chefs, home cooks and bakers, industry veterans, and grocery store executives to better understand hazelnuts as an ingredient and how they fit in the ‘nutscape.’ We also conducted a survey gathering insights from more than 800 health-minded consumers. Lastly, we pored over market research related to upcoming health and grocery trends with an eye toward courting the Millennial and lifestyles of health and sustainability (LOHAS) consumer groups. This research led to our final creative, built around an adventurous mascot: Hazel the Health Nut.

Chocolate Hazlenut Character
Hiking Hazlenut Character
Skiing Hazlenut Character
Festive Hazlenut Character
Meditating Hazlenut Character
Chef Hazlenut Character

Meet Shanice

  • Name: Shanice
  • Profession: CPA
  • Age: 38
  • Edu: College Graduate
  • Income: $125K/Yr
  • Status: Married, 2 children
  • Location: Oakland, CA
  • Interests: Travel, Music, Food, Running
  • Platforms:
Goals:
  • Compete in a 10k Run
  • Make Firm Partner by 45
  • 'Successful' Mom
  • Travel to Bhutan
Personality

Shanice has a well-designed life plan kicked off by graduating from UCLA with honors. Her roadmap includes a well-balanced set of career, family, and lifestyle goals. 14 years into her position as a corporate CPA, she is architecting her path into a firm partnership. Her professional goals are aligned with being the best Mom on the planet, all the while maintaining a healthy lifestyle by enjoying travel, cooking, and finding her personal best, an average 8-minute mile run. Shanice fits squarely into the LOHAS food and beverage consumer category.

Competitive Analysis

We analyzed the brands of seven major competitors in the premium nut category. We looked at logos, color palettes, typography, and brand voices to uncover opportunities for Oregon Orchard to stand out.

Stakeholder Interviews

By interviewing both internal and external stakeholders, we pieced together the perception of hazelnuts across chefs, home cooks, and grocery executives. We also looked for opportunities for where the hazelnut could shine and tout its impressive health attributes.

Packaging and redesign

We redesigned their packaging from the ground up to be brighter and more fun. The packaging brings Hazel to life and shows the brand’s new spokesnut doing “very Oregon” activities like hiking, yoga, and skiing.

ONLINE ADS & CAMPAIGN LANDER

As the Health Nut campaign rolled out at groceries across the US, we supported it with a series of online ads and a dedicated campaign landing page.

Hazelnuts have a hill to climb in terms of consumer awareness, and we found the perfect partner in Blue Collar to help us reach the peak. From market research to creative concepting to execution, they transformed our brand and gave it the energy and excitement it deserved.

- Dan Herndon, VP Sales & Marketing
LET’S TALK SHOP

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