Downlite recently launched a new brand identity for its bulk down division, inclusive of an updated logo, refreshed message platform, a re-designed website and new trade show booth.
With its new name and tag line, Downlite Outdoor – Comfort to the Core, the company believes the new identity better reflects the company’s essence.
“For years, our bulk down business unit has been hidden within our corporate website – without the true identity that it represented,” said Chad Altbaier, VP Sales and Business Development, Downlite. “Our down export business for apparel and sleeping bag production has grown tremendously so we knew it was not only time to give it a proper name, but to also develop a presence that better communicates who we are and the products we offer.”
Blaze, a Portland, Maine-based branding and business development consultancy, with extensive experience in the outdoor industry, was retained to bring greater visibility to Downlite’s Outdoor division.
“Downlite is a recognizable name across multiple industries and categories,” said Jim Hauptman, Principal at Blaze. “Our goal was to infuse the equity and positive associations the company has established in creating a focused brand identity extension – one that underscores their ongoing commitment to quality and innovation within the outdoor space.”
Downlite’s new trade show booth will make its debut at the Outdoor Retailer Winter Market.
