On Any Given Monday Repositions the Brand Elkline with a New Face

MAKAWAO, Hawaii, November 27, 2018


On November 16, 2018, Hamburg-based outdoor-lifestyle brand Elkline introduced its new fall/winter 2019/20 collection together with a new brand design. Concept, design and implementation come from the strategy and design agency On Any Given Monday (OAGM) which has been working closely with Elkline in the past.

The most recent collaboration between the two companies has one unique feature: OAGM founder Julius Geis was appointed Interim Chief Branding Officer at Elkline to reposition the brand on an executive level.   

“Contrary to the general trend in the industry, we will continue to focus on active collaborations with retailers. Of course, we don’t ignore digital trends. However, we want to be smart and sensible when we use the upcoming transformation processes so that all our partnerships benefit from them. A recognizable brand, therefore, is the key to future success,” says Geis. 



This understanding is grounded on the concept of identity-based strategic consulting that Geis created as the founder of OAGM. Instead of being controlled from the outside, Geis brought the brand Elkline back to its core: its identity and values. The result: After 20 years of "Elk," Elkline has a new face - a new word and design mark, new colors and a new claim. 

"Elkline has grown up," says founder and CEO Stephan Knüppel. "Reliability, consciousness, curiosity and an open mind: The new design shows who we are today and expresses what's most important to us - "Honest Made Apparel."


And this is reflected across the entire new brand design: Straight lines and strong colors in the new logo, capital letters and bold print of the word mark ELKLINE - because of the close collaboration with OAGM, Elkline's revolution from charming elk logo to a confident brand is complete. Geis explains why they succeeded in implementing the new brand design authentically and to the t:


"In a sense, our OAGM team became an extension of the Elkline team. Everyone who was involved in the brand concept and implementation had a deep understanding of what it means to be 'Elkline.'"


As the "team within the team," OAGM was able to realize all design and marketing measures with a level of efficiency and accuracy that external consultants and design agencies can rarely deliver. Therefore, the implementation of the new brand design went far beyond the logo, colors and tone of voice. OAGM also contributed their own designs to Elkline's new fall/winter 2019/20 collection and thus created a holistic brand experience at all touchpoints for customers and retail partners - from button to zipper, from hang tag to the redesign of the shops, from brand booklet to business cards.  And this is what makes Elkline's new brand design so successful.

For questions, please contact Julius Geis, founder and CEO: jgeis@onanygivenmonday.com

Download the release here…  








about OAGM

OAGM (On Any Given Monday) is one of the first remote strategic branding & design firms and we are located around the globe:

Hawai’i, Germany, the United States, Portugal, and Australia.

We are specialized in premium brands. Local or global. Retailers or manufacturers. Sports, lifestyle, outdoor, fashion or hospitality market – we create accessible brand strategies, design cohesive visual identities and guide and walk with clients through all stages of change. 

OAGM – We Make Change Attractive