
Gearing up a legacy outdoor brand for the D2C market
Tags:
- Athletics & Outdoors
- B2C
- eCommerce
- Fashion & Apparel
- Grow
- Industry Leader
- Retail
Scope:
- Campaign Strategy
- Environmental Design
- Experience Design
- Marketing Collateral
- Photo + Video Production
- Production + Installation
- Web Design
Published:
Summer 2019
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.
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 both the analog and the digital to express 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.