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.
To do this I lead the team to focus 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.
Industry
Outdoor/ Lifestyle
Scope
Campaign Strategy
Environmental Design
Experience Design
Marketing Collateral
Photo + Video Production
Production + Installation
Web Design
Team
Agency, Butchershop
Ben McNutt, Creative Director
Sara Cobagh, Strategy Director
Ryan Henbest, Design Director
Devin Cornwall, Senior Designer
Kyle Harrison, Designer
Cody Beard, Copywriter
Awards
Winner in Retail Branding / Retail, C2 Creative Communications Award
Selected Works
Mountain HardwearEmbracing a new generation of outdoor enthusiasts
At-BayHelping companies embrace technology fearlessly
ConverseConnecting a cultural icon with the new world of work
GoogleGiving Healthcare a new start
PersonaUshering in a new era of trust to the internet
EquidateCreating the premier Pre-IPO Marketplace
Opticon19Curiosity killed the boring user conference
Sol RepublicBringing quality to the masses
FacebookBuilding social value
Wilson & WilsonMaking manly rosé
Big Rock FarmsSimplicity, Community, and Dank Weed Since 1986