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Climbing is Creative
MOUNTAIN HARDWEAR
Challenge
Mountain Hardwear sought to refresh its image in the outdoor industry. Founded in the early 90s, the legacy brand had an aging audience and relied on a traditional retail model. They aimed to connect with a new generation of outdoor enthusiasts and adopt a more modern, direct-to-consumer approach.
"Climbing is creative" drove the creative direction for Mountain Hardwear’s content and events, re-energizing the brand across social, retail, and e-commerce. We highlighted the maker culture and freethinking ethos, blending psychedelic elements with analog-digital mash-ups to showcase both the technical gear and creative spirit of climbing. This approach revitalized the brand, appealing to both seasoned climbers and new mountain enthusiasts. I collaborated with Lead Designers to establish visual principles and assets, and conceptualized an award-winning outdoor expo design.
Solution
Challenge
Mountain Hardwear sought to refresh its image in the outdoor industry. Founded in the early 90s, the legacy brand had an aging audience and relied on a traditional retail model. They aimed to connect with a new generation of outdoor enthusiasts and adopt a more modern, direct-to-consumer approach.
Solution
"Climbing is creative" drove the creative direction for Mountain Hardwear’s content and events, re-energizing the brand across social, retail, and e-commerce. We highlighted the maker culture and freethinking ethos, blending psychedelic elements with analog-digital mash-ups to showcase both the technical gear and creative spirit of climbing. This approach revitalized the brand, appealing to both seasoned climbers and new mountain enthusiasts. I collaborated with Lead Designers to establish visual principles and assets, and conceptualized an award-winning outdoor expo design.
NIKE AT-BAY CHIME SF GIANTS OKTA APPFIRE ONETRUST MOUNTAIN HARDWEAR REAL CHEMISTRY UNITED NATIONS DEVELOPMENT PROGRAMME DATABRICKS MICROSOFT GITLAB
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