YoColorado
YoColorado, a Colorado-made outdoor-inspired clothing company, embarked on an unprecedented brand shift, aspiring to transition from a locally adored, semi-touristy apparel brand to a nationally recognized leader in leisurely outdoor wear. Facing unprecedented challenges, the company sought new thinking, organization, and marketing sophistication.
STRATEGY
BRAND IDENTITY
BUSINESS CONSULTING
As Bonfire’s Director of Strategy and the sole strategist on the project,
I collaborated closely with YoColorado's owners to craft a positioning strategy aimed at propelling them from a local tourist brand to the nationally recognized brand they envisioned. Subsequently, we revamped their brand identity, sunsetting attributes that hindered progress while leveraging those aligning with future business objectives. Working closely with a freelance designer, we steered the brand image to align with their newly defined identity.

Recognizing the pivotal role of data in driving growth,
We conducted audits of all paid, owned, and earned initiatives to prioritize growth channels. This led to the development of a marketing strategy embracing an expedited and aggressive growth plan, with the objective of establishing YoColorado as a national brand in the years ahead.

Projects Owned
brand identity and re-positioning â–ª target audience identification â–ª brand architecture â–ª messaging strategy â–ª annual planning â–ª media audit
