About
News
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.

Previous article
Next article
September 9, 2021
NEW CLIENT: We are excited to announce our newest client, Dutch pushchair innovators Bugaboo
September 6, 2021
NEW WORK: Allbirds pop-up space at the iconic Parisian department store Le Bon Marché
September 1, 2021
NEW HIRES: With our growing team, say hallo to our new members
August 9, 2021
NEW CLIENT: We are excited to announce our partnership with revolutionary sustainable sneaker brand Allbirds
August 6, 2021
BECOMING A B CORP, Part 2: Health and wellbeing should be policy, not a nice-to-have
July 29, 2021
NEW HIRE: Say hallo to our new Senior Creative, Nathan Dytor
July 23, 2021
IN THE MEDIA: ECD/Founder Nick Steel talks to Muse about his all-time favourite HS project
July 9, 2021
IN THE MEDIA: Read our take on the importance of elevating female athletes in shots magazine
June 18, 2021
CAREERS: We're on the hunt for an Amsterdam-based Graphic Designer!