Built for where you’re going.
A field-built brand system for an off-road outfitter ready to become the name Grenadier owners trust.
From product seller to category authority.
Off Road Gear Guys already had the products, technical knowledge, and access. The opportunity was to turn that credibility into a distinctive brand—one that felt useful in the shop, magnetic in the field, and built for a growing Grenadier community.
The Grenadier specialists who build for the mission, not the catalog.
The system moved the brand beyond “one-stop shop” language and toward a sharper promise: curated systems, real expertise, and gear proven where customers actually use it.
Strategy built in the field.
Moab gave the brand its proof. Overland Expo West gave it a live audience. We used both to show the products in context, document the culture around them, and make expertise feel immediate—not manufactured.
One idea. Every touchpoint.
The brand direction was designed to hold together across product education, social storytelling, events, partnerships, and the website—without sanding off the grit that made the category interesting.
Lead with the real problem, the real build, and the knowledge behind the recommendation.
Put products on trails, at events, and inside complete vehicle systems—not against empty studio backdrops.
Treat owners, installers, and partners as the media network around the brand.
Turn every post into a reason to trust the team before a customer ever calls.
The community was the media.
The strongest content did more than show a truck. It showed the people, places, and knowledge surrounding the build—and gave the brand a believable role inside that world.
Creative team
Theodora Trandafir + Chris Merbler
Strategy, brand direction + field content
Theodora Trandafir + Chris Merbler
Theodora Trandafir + Chris Merbler · @Merbz22
Work shown includes developed brand direction and field content. No invented performance metrics or launch claims.