Arc'teryx — ReBIRD — Circularity

We began by visualising ReBIRD’s place within the wider Arc’teryx system, creating a clear strategy for the service platform in order to grow in a useable way.

Over time, ReBIRD had gathered several sub-brands — all with their own names and own logos.
We stripped the structure back to basics to make things clearer and more usable for everyone, uniting all services under a singular, all-encompassing tagline of Keep The Good In Play.

We stripped the whole structure back to basics. Cutting the number of logos, moving to a singular, all-encompassing tagline and debranding those confusing sub-names.

All of this enabled us zero in on the guest benefit of longer-lasting, high-performing gear. All in support of giving a more circular approach: longer-lifespans, multiple owners, reworked for a next life.

The approach of ReBIRD is highly-utilitarian with pinch of vibrancy, from hacking pieces of equipment to serve new purposes, learning from service logs to inform product innovation and ultimately breathing fresh life into used gear.

The same goes for ReBIRD’s identity. Functional, understandable but with fresh energy too.

The utility of black and white information, contrasted with a spectrum of repair patch colour created a dynamic and vivid kit of parts.

Each service is a real-life experiences, micro-journeys that guests take in the bigger journey of looking after gear and getting the best from their adventures.

We looked at the entire guest journeys for each service. From how you find out about it, to what care is needed (Wash your Gore!), where to find it, supporting comms and future reminders.

At the forefront of these experiences there is a cultural shift. People gathering for upcycling workshops and 
resale events.

With each ReBIRD interaction 
our aim is to make gear care vital, engaging and community-driving — bringing more people together around the culture of care.