Same old mountain, new trail vibe.
What’s it take to unite multiple generations of mountain athletes? Celebrate a truth they all share—climbing is creative.
The Next Generation of Rad
Mountain Hardwear wanted to reboot its image in the outdoor industry. Born in the early 90s, the legacy brand had an aging audience and a traditional retail model. They wanted to embrace a new generation of outdoor enthusiasts and behave like a fresher direct-to-consumer brand.
Insight & Idea
Climbing is Creative
We drove creative direction, content, and event experiences for the Mountain Hardwear team to leverage on social, retail and e-com in order to get the industry reacquainted and re-energized about the brand. We focused on the maker culture and freethinking ethos that defines the Mountain Hardwear way, using psychedelic undertones and mash-ups of the analog and digital to express both the technical build of their equipment and the creativity of the climbing spirit. The effect was a revived POV for Mountain Hardwear where the established climbing core and the new mountain enthusiasts both had a place within the brand, on the rock wall, and at the local mountain.
Consulting & Strategy
Discovery + Insights, Brand Strategy, Campaign Strategy
Brand & Content
Campaign Concept + Creative, Experiential Design, Campaign Production