Two H20X product boxes sitting on large rocks

A stack of black boxes with various fishing gear products

A man carrying a fishing pole and a bag of fishing gear

Three fishing poles on the deck of a fishing boat on a lake

An assortment of brightly colored fishing lures

A man fishing off his boat on a lake surrounded by hills and trees

A zippered black and gray fishing gear bag sitting on an open tailgate

A fishing gear product box covered in water droplets 

Academy Sports + Outdoors is a leading full-line sporting goods and outdoor recreation retailer headquartered in Katy, Texas with 260 stores located in the South. Some of their key categories include outdoor, apparel, footwear, and sports. The retailer wanted to update their private-label fishing line, H2O XPRESS, to attract anglers online and in stores.

Before kicking off a formal rebrand, the AS+O team wanted to assess how customers felt about H2O XPRESS as a brand and fishing category overall.

Tractorbeam created and deployed a custom survey to almost 10,000 customers who had purchased the H2O XPRESS brand within the previous 12 months. These findings informed a name change and guided important positioning and packaging decisions throughout the project.

Customers wanted affordable products (that performed like an expensive brand) to achieve their singular goal: catch fish.

Brand Architecture

Brand Design

Creative Execution

Baiting the hook for a performance fishing brand

Positioning

Naming

Brand Identity

Brand Guidelines

Campaign Development

Visual Merchandising

Packaging

Honoring the legacy of an industrial icon

Hospitality

Brand Audit

Laying the groundwork for a leader in home appliances

Technology

Retail

Paid Media

Bringing 25 years of radio ads into the digital era

Automotive

Digital art of a car driving on a city street displayed on a computer monitor

Optimizing a luxury resort in the Dominican Republic

Illustration of a Person Lounging Under Palm Trees on a Beach

Box of H2OX fishing line on a dark blue background

UI/UX

Real Estate

Illustration of apartment buildings against a nighttime sky

Framing up the digital transformation for luxury eyewear

Fashion

What appears to be a man covered in chrome looking through a pair of luxury glasses

Bringing coastal vibes to the North Texas suburbs

Food & Beverage

Web Development

Building community connections with an editorial platform

Cityscape with colored location pins on buildings

An iconic Texas brand with a side of the outdoors

A Whataburger and Magellan Outdoors cooler on a bright orange background

Pointing men's activewear in the right direction

R.O.W Henry Hoodie and retail tags on a blue background

Bridging the online gap for a 150-year-old mountain resort

Illustration of People Canoeing Just Outside of Mohonk Mountain House

Boosting box office sales at a dine-in theater experience

Stylized illustration of a burger, fries, and popcorn on a table in a movie theater

Organizations

Setting the table for a culinary goods brand

Working out a modern in-house athleisure brand

Upscale dining in the historic Pittman Hotel

Opening the doors to Deep Ellum’s first hotel

Stack of print assets for The Pittman in Deep Ellum

Tailoring a digital strategy for a luxury fashion brand

Silhouetted Illustrations of Women in High Fashion Clothing

Play like a pro: Creating team sports for companies

Exploring the world with a legacy timepiece

Building a new community in a historic downtown neighborhood

Setting up a Dutch leisure brand for stateside success

Digital art of a living room featuring fatboy furniture with a fatboy logo

Amplifying a family-owned Filipino restaurant

Refreshing the identity of a popular fast-casual burger concept

Creating a vibrant brand for a gluten-free bakery

An eccentric identity for a charming Southern kitchen

Celebrating 50 years of design with Dallas visual artists

Digital DSVC 50th anniversary poster by Tractorbeam

From farm to future: Crafting a modern community with deep roots

Sixty Vines logo on a red and pink background with an organic design

A creative and digital agency serving fashion, tech, and retail through branding, design, web design, digital marketing, and being awesome.

Tractorbeam builds and grows compelling brands that drive real impact.

H2OX

Baiting the hook for a performance fishing brand

Positioning

Naming

Brand Identity

Brand Guidelines

Campaign Development

Visual Merchandising

Packaging

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