Duluth Gear Exchange, formerly Great Lakes Gear Exchange - is an Outdoor Gear Consignment and Repair Shop located in Duluth, MN. Nils Anderson, owner, needed to refresh the current branding, while keeping visual elements of the old shop: a snowshoe and canoe paddle. By combing the familiar cues of the old into the new, we were able to find a mark and accompanying brand language that not only speak to the store, but the specific recreational community around the south shore of Lake Superior.