NEW WORK: Bringing McKINLEY up to speed with their competitors and up to date with their consumers

Having operated since 1983 and sold in over 30 countries, McKINLEY is amongst the top 5 outdoor brands in Europe. The team at McKINLEY came to us and asked us to update their corporate design, an old-fashioned trademark that had not been touched in over 10 years. Our task was to bring them up to speed with their competitors and up to date with their consumers. We started with a brand strategy assessment, where we unpacked the DNA of McKINLEY, its consumer and market positioning. We then repositioned the brand with an updated logo, brand line, vision, mission and proposition. The result was a full brand manual, including a new corporate language, brand line, typeface, colours and packaging. The work is now being rolled out across all assets, including apparel, hardware, retail and social. More from the brand soon.

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