Fisher + Baker
Functional lifestyle clothing for the modern man
Greg Horvitz is a bit of a renaissance dude craftsman, with passions ranging from furniture making to baking to a love of the outdoors. He translated his life of versatility into a line of functional men’s lifestyle clothing called Fisher + Baker. The idea is to blend fashion and function, executed through premium materials, purposeful details and elevated timeless styling. Their jackets, vests and anoraks are popping up in the coolest shops from Minneapolis’ North Loop to SoHo right now.
Greg and his partner brought in Sheepdog for a three-week sprint to filter through rough draft messaging and benefits to clearly define the brand proposition for the long run. We ran a workshop with the team, looked at category and cultural dynamics and dug deep on what it means to be a modern man.
The resulting brand purpose was a departure from the usual positioning pursuit of unoccupied white space. Where a few daily moments call for fashionable or the technical clothing, real life often requires a bit of both. Fisher + Baker's clothes are multidimensional, just like their founder, and just like the target. This simple insight translated into a brand platform that gave focus to all aspects of the young company’s operations, from product design, to distribution strategy, to communications.
"As the founder of a young brand, I had an intrinsic understanding of where I wanted to go but was struggling to effectively communicate that with my team. It was a little bit like driving around without a map. Working with Sheepdog not only helped the rest of our team have a clear understanding of where we were headed, it also helped me stay on track and not make too many scenic detours. The value of the working with David and his team far outweighs the cost."
- Greg Horwitz, Founder
"As a startup within a crowded category, we knew a differentiated brand would be key, but didn’t know how to go about defining it. Sheepdog came in and quickly helped us articulate what the brand stands for and turn it into a valuable framework. Our new brand platform lays the foundation for driving consistent and differentiating messaging. The strategic guidance Sheepdog brought was on point and actionable. We expect to work with them again."
- Mike Arbeiter, President
