For over 50 years, Rays has been one of Australia’s best outdoor leisure retailers, with 15 stores nationally. We were invited to support the progression of Rays as the premium, affordable and accessible brand in the market. Working in collaboration with Rem Bruijn at Brainheart we were tasked with art direction, campaign rollout and POS collateral based on the campaign idea – ‘out there’.
We have recently had a request to note that Rays Outdoors is now Macpac.
Super Retail Group
– Art direction
– Brand design
– Campaign rollout
The “out there” concept is based around the insight that the typical nature loving Rays customer has a passion for adventure, exploration and challenging themselves in the great outdoors. The Rays’ customer is “a little bit out there” and Rays are proud to support them on their adventures.
We carefully curated a photo library that encapsulated the “out there” spirit. Whether it’s a family on a camping weekend or an intrepid traveller exploring unmapped lands, the library speaks to all the defined target audiences. With photography at its core, we developed a typographic style and visual language that could be easily rolled out across all the required channels.
"Driven implemented and evolved a core campaign across all our delivery channels – instore, digital POS, social media and outdoor production. Their team was responsive to our needs whist providing accurate and insightful design thinking. They were our collaborative partner from conception to artwork supply, we now see Driven as a team within our own team."
Following the success of the core campaign, we extended the rollout to allow campaign materials to be tailored for special events and holidays (ie. Christmas, Fathers Day, store openings etc). Given the flexibility of the campaign, we created a campaign guideline handbook that allowed the Rays in-house design team to consistently create their own assets in support of the wider campaign.
Adhering to the existing Rays brand guidelines, we created a range of ‘Out there’ product guides – providing insight on everything from sleeping bags through to kayaks. Available online and in store, these guides successfully combined the established campaign style and messaging with that of the master brand.