Idea Ranch
Pelican
Challenge
Multiple divisions within Pelican held differing interpretations and manifestations of the brand’s identity. As a new CEO took the helm, he recognized the urgent need to bring definition and clarity, pointing everyone under the Pelican umbrella toward the same north star. He tasked us with developing a creative solution with the power to forge internal and external alignment.
Insight
As we studied the brand, a drumbeat emerged. Mountains of customer letters from around the world, testifying to wild experiences where Pelican saved the day. More digging across social media revealed customers – without prompting – were attaching the brand to their personal identity. We mined this gold and emerged with a story that’s served as brand’s cornerstone for over a decade.
