Outdoors company ust is getting a brand overhaul

While we have some camping / hiking bloggers on staff, I myself am not one of those. Don’t get me wrong – I love a good hike but am able to admit that I don’t have the expertise that others have. So when we came across ust, a maker of essential adventure and survival gear for almost 85 years, I reached out to our resident outdoors expert Bobi Jo and asked her about them. The fact that she had limited experience with them as well makes it clear, in my opinion, that something may need to be done. And it seems that ust has the same feeling.

Here’s some info from their latest press release:

ust has announced a major brand “refresh” with the goal of creating a company that brings the outdoors closer to people of all backgrounds and experience levels, and encourages them to share their stories to inspire others. The first major step in this process is the launch of ust’s new website, which features the brand’s updated aesthetic, new mission statement, and a variety of new content designed to give consumers an inside look into ust.

Over the past 80 years, ust has built a reputation for creating the most essential adventure and survival gear. Recently transitioning from its Jacksonville, Florida location to a new headquarters in Columbia, Missouri, ust also began an in-depth brand refresh process with the ultimate goal of inspiring and cultivating people’s love of all things outside. The team’s mission is to create reliable, problem-solving gear for adventurers who want to share their stories with the outdoor community.

“Storytelling will be at the core of everything we do on all levels,” says John Holdmeier, Brand Manager of ust. “Our employees and fans feel connected to us by seeing our outdoor stories and sharing their own. ust will continue to tell stories from the water, trail, camp, and mountain, as well as feature inspiring people, companies and worthy causes. We not only want to create gear that allows everyone to enjoy the outdoors, but also provide the infrastructure for people to join our community and share their voice and inspiration. We want to bring people together by creating a space for storytelling.”

To support this mission, ust recently launched its “Storyteller Series” on instagram, featuring outdoor enthusiasts from various backgrounds. It also serves as a platform to promote organizations, adventures, and passion projects that are important to the ust Storytellers. In addition, ust has launched the “re:fresh” docuseries, which follows the brand refresh process, as well as “the shakedown,” a podcast that offers consumers an inside look at what’s happening within ust. These individual campaigns are meant to offer supporters different ways to connect and engage with the newly refreshed company.

“The previous version of ust was one of those gear brands that everyone has probably used at some point in their life, but never really knew the brand name “ says Holdmeier. “Our goal is to breathe new life into ust, and to create a lifestyle around the brand that speaks to adventurers of all levels and welcomes them into our community. We are intent on creating a brand that outdoor enthusiasts from all walks of life will get excited about and want to be a part of, and today marks the first step in that process.”

We can’t wait to check out the new ust!

About Author

Matt Rasmussen lives in Keizer, Ore. with his wife and three daughters. He enjoys watching hockey, going to as many breweries (618) and wineries (152) as he can, and all things Canada (he was born there). Matt was raised as a baseball player and officially transitioned over to running in 2010.

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