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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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April 26, 2021
IN THE MEDIA: Read our latest think piece - Why advertising needs to keep selling but also save the world - in Creative Review
March 22, 2021
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NEW HIRE: Introducing Nicola Hodgson, our new Account Manager
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NEW HIRE: Senior Creative Jamie McIntyre joins the HS team
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December 10, 2020
NEW CLIENT: Chapeau! We are pleased to announce our partnership with innovative cycling brand Lapierre, part of the Accell Group.
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NEW CLIENT: We are thrilled to announce our partnership with Uber