Project overview
Backed by a multidisciplinary team with decades of experience, Outdoor Citizen is an upscale hospitality brand rooted in experiential travel.
The team had already developed a strong brand position and a thoughtful, dynamic visual identity for the OC mother brand and three individual “campsites,” starting with Kaia resort in Canyon Country, Utah. Founder and CEO of Outdoor Citizen Angeli Tarsadia was tasked with building awareness and momentum for the brand, developing a strong team of internal and external partners to support marketing efforts, and driving a successful first season of bookings.
MY ROLE
As a freelancer, I collaborated with marketing strategist Jules Barbera to provide brand and marketing strategy consulting services to Outdoor Citizen.
To kickoff our months-long engagement, we led a two-day brand charette for the OC team to define a vision of success, understand their guest, and ideate transformative hotel experiences.
We then developed the brand strategy, rooted in the creative platform of “rediscovering the abundance of life.” The brand foundations included a target audience definition, brand positioning statement, brand identity and brandbook. We also advised on a marketing strategy, outlining business and brand goals, customer journeys, a strategic go-to-market plan and a marketing calendar.
Finally, we helped tell the story of founder and CEO of Outdoor Citizen Angeli Tarsadia, sharpening her professional profile on LinkedIn to reflect her expertise as a leader in experiential travel, consumer health, and wellness.