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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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February 9, 2021
NEW WORK: A history-making campaign with Eliud Kipchoge for Nike Running
February 1, 2021
NEW HIRE: Introducing Nicola Hodgson, our new Account Manager
January 18, 2021
NEW HIRE: Senior Creative Jamie McIntyre joins the HS team
January 19, 2021
FEDRIGONI 365: HarrimanSteel’s entry selected for groundbreaking 2021 edition
December 10, 2020
NEW CLIENT: Chapeau! We are pleased to announce our partnership with innovative cycling brand Lapierre, part of the Accell Group.
December 3, 2020
NEW WORK: Helping Foot Locker encourage its consumers to get a 'Fresh Perspective' and explore the great outdoors with their H020 campaign
December 1, 2020
NEW CLIENT: We are thrilled to announce our partnership with Uber
November 13, 2020
IN THE MEDIA: HarrimanSteel's new not-for-profit creative initiative, Fly Your Flag, featured in The Drum
November 10, 2020
NEW WORK: Bringing McKINLEY up to speed with their competitors and up to date with their consumers