Red Equipment came to us with a clear ambition: to become the market leader in the changing robes category. As a leading innovator in outdoor and water adventure gear, the brand had the heritage, authenticity, and deep connection with water and outdoor enthusiasts to make this vision a reality.
However, entrenched market perceptions and established competitors created significant barriers. Many people still viewed Red Equipment primarily as a specialist in paddleboarding rather than a broader leader in outdoor adventure gear.
To reposition Red Equipment, we needed to break through these perceptions and inspire outdoor enthusiasts of all kinds to see the brand as essential for anyone who loves spending time near the water—whether swimming, paddleboarding, or simply relaxing by the shore.
The emotional and psychological benefits of being near water are profound. The concept of the blue mind—the idea that proximity to water boosts creativity, reduces stress, and fosters a sense of calm—became our guiding insight.
This concept aligns perfectly with Red Equipment’s mission: to help people enjoy and extend their moments by the water. Whether paddleboarding, swimming, or simply lingering at the water’s edge, Red Equipment has always been about making these experiences richer, longer, and more accessible.
Our research revealed another compelling truth: people spend 85% of their time within three miles of water. But how many are truly making the most of it? How many understand the transformative effect of water on their well-being? This became the foundation for our strategic and creative approach.
We developed a new single concept positioning that captured Red Equipment’s essence and connected deeply with its audience:
“Red Equipment believes life’s better by the water.”
This powerful belief became the anchor for the new brand platform, “LIFE’S BETTER BY THE WATER”, and the foundation for all creative work. It not only communicated the emotional connection to water but also reinforced Red Equipment’s position as the enabler of richer, longer moments by the water.
To ladder up to this core positioning, we created distinct product platforms for each key category:
Together, these platforms elevated Red Equipment from a paddleboarding specialist to a lifestyle brand for all water and outdoor enthusiasts.
The work centred around simple yet epic moments by the water. It showcased the emotional and practical benefits of Red Equipment’s products, using authentic, candid storytelling to immerse the audience in water-side experiences.
Key creative elements included:
By rooting Red Equipment’s brand platform in the emotional and psychological benefits of water, we repositioned the brand as a leader in outdoor adventure gear. The campaign broke through entrenched perceptions, creating a compelling narrative that inspires people to reconnect with the water and experience why, truly, life’s better by the water.
