Weatherproof His Skin: A Strategic Extension of the Roark Brand
Roark is a lifestyle brand that creates adventure-ready apparel inspired by the stories and cultures of specific, remote destinations discovered during semi-annual expeditions.
We futureproofed the brand while weatherproofing the men who need it most.
Problem
Roark risks losing out on market share in a highly crowded space, especially as sustainability and outdoor apparel trends continue to grow.
Solution
We created a line of effective, uncomplicated men’s selfcare built for travel and life outdoors to expand Roark’s business model into a high-growth category.
Roark faces a crowded men’s outdoor apparel market where sustainability and storytelling are no longer strong differentiators.
Reliance on seasonal drops limits purchase frequency, increases inventory and margin risks, and slows growth. Without new categories or touchpoints, the brand risks stagnating in customer value and in-store traffic.
Meet Wes. He loves the outdoors.
To understand Roark’s consumer, I created a lookalike persona and used MRI-Simmons to quantify his behaviors.
Total addressable market = 7.6MM
But sometimes the outdoors don’t love him back.
His love for the outdoors exposes him to UV damage, windburn, and pollution. This puts him at risk for harmful skin conditions and melanoma.
Despite this, compared to the average American, Wes is
33% less likely to have a skin care routine
This is where Roark can fit in.
MRI-Simmons, 2025
Roark’s Opportunity
Men’s grooming and self-care are seeing billion-dollar year-over-year growth. Post-pandemic, awareness and normalization of self-care among men has started to grow, creating a favorable macro environment — perfect for Roark’s consumers who need these products the most.
71% of men
say there are too many products to choose from, leaving them unsure how to build a routine (Mintel, 2024).
My research uncovered that many men (like Wes) aren’t opposed to self-care. They know it’s something they should do, but they’ve simply been overlooked by the beauty industry and lack guidance.
If Roark wants to tap into the men’s self-care market, it needs to create a simple, uncomplicated line products tailored to their lifestyles.
Roark Adventure Essentials
We designed Adventure Essentials – a line of effective, no-nonsense skincare and grooming products tailored to travel, outdoor exposure, and minimal routines. All of the products align with consumer needs and Roark’s brand ethos:
No plastic - sustainable and recyclable is key for Roark and its customers
No liquids - zero spills or travel hassles, designed for backpacks, carry-ons, and glove compartments
Minimal, functional packaging - aligned with Roark’s rugged aesthetic
Simple ingredients and function-focused messaging - emphasis on protection, hydration, sustainability, and recovery
Roark can bring this extension to life through immersive storytelling rooted in its existing world of travel, exploration, and movement, leveraging brand partners, ambassadors, and content captured during real journeys.
OOH print ads around beaches, ski resorts, and in airports (158i) speak to consumer needs and raise awareness of the line.
Roark will promote Adventure Essentials at its sponsored events like surf competitions and Expedition Union (locally hosted in-store activations).
Exisiting sponsored Revivalists will try out the products in their daily life and collaborate by posting this content on Instagram to extend to their respective audiences.
To encourage easy routine building and offer a slight discount for trial, Roark will sell a promotional dopp kit with 3-4 products.
80%
Roark can drive incremental revenue through high-visibility in-store placement near checkout to encourage impulse add-ons and through digital bundling with apparel to increase overall basket value.
of consumers shop impulsively in brick-and-mortar stores (Capital One Shopping, 2025)
The Impact on Roark’s Business Model
Roark now supports adventure before, during, and after the journey.
Broadened value proposition:
Skincare introduces higher-margin products (60–80%) compared to apparel (40–60%).
Diversified revenue streams:
Routine-based products create repeat purchase behavior.
Increased customer lifetime value:
Impulse-friendly skincare increases average basket value and revenue per square foot.
Improved in-store economics:
Few niche men’s outdoor brands have credibly expanded into self-care, allowing Roark to own this space early.
First-mover advantage:
The team:
Kyle Bonenfant - Designer
Gabe Glassmann - Storyteller
My Role:
Team Leadership & Project Management
Led a cross-functional team from brief to final delivery, establishing clear workflows and accountability across strategy, creative, and design. Built and managed a detailed workback schedule to prioritize milestones, adapt to shifting needs, and ensure the team stayed on brief while delivering high-quality work on time.
Audience Insight & Strategic Development
Collaborated with the storyteller to conduct deep audience research, uncovering cultural tensions and unmet needs within the men’s grooming space. Synthesized insights to identify a clear market gap, shaping the strategic foundation and overall direction of the project.
Business Case & Data-Driven Decision Making
Developed a compelling business case for Roark’s expansion into skincare, grounded in category trends, consumer behavior, and brand alignment. Sourced and applied data to justify product line decisions, ensuring each recommendation balanced consumer demand, market opportunity, and brand credibility.