ust Announces Brand Refresh

ust, maker of camping and outdoor essentials since 1936, 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, said the company. 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.

Recently transitioning from its Jacksonville, Fla. location to a new headquarters in Columbia, Mo., ust also began an in-depth brand refresh process with the 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, said ust.

“Storytelling will be at the core of everything we do on all levels,” said 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,” sid 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.”



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