Established in 1983 and represented in over 30 countries, McKINLEY is amongst the top five outdoor brands in Europe. We were initially tasked with updating their old-fashioned and obsolete trademark logo and corporate design, bringing them up to speed with their competitors, and up to date with their consumers.
Following the rebrand, we were then approached with a second brief: to bring their new brand identity to life in a fully integrated global brand campaign. The focus for this was snow sports, and the goal, to translate the new brand design across multiple channels, from retail to digital and social.
For the rebrand, we began by unpacking the DNA of McKINLEY, its consumer and its market positioning. Working in collaboration with the McKINLEY team, we landed on a sweet spot between evolution and revolution; this solution would successfully live across product, print and packaging. By reworking the brand’s colour palette, tone of voice and photography style, we modernised the brand, bringing consistency and appeal to the more progressive consumer.
With the brand design successfully delivered, we then developed an overarching concept rooted in wellbeing - encouraging the McKINLEY consumer to get outdoors and back into nature. Focusing on the much publicised benefits of spending time in green spaces and bringing nature into your everyday life on both mental and physical wellbeing, our ‘Escape to Nature’ concept was born.
Embracing the concept ourselves, we flew to the Dolomites for the integrated production of the brand campaign. The production was a collaboration of local crew and talent from across Europe, all of whom specialised in snow sports. To bring authenticity and expertise to the final results, we recruited skiing experts to ensure the brand and its products were represented correctly.
After a week of production in the mountains, a full suite of assets was produced, including two brand films and digital social content for .com and instagram.
We repositioned the brand with an updated logo, and newly relevant brand line, proposition, vision and mission. The result was a full brand guideline manual, inclusive of a new corporate design logo, tone of voice, trademark slogan, typeface, colours and packaging.
Our budget for this campaign was minimal, especially bearing in mind the location and the associated costs of shooting in a ski resort (let alone within a global pandemic!). Ultimately, by jumping the many logistical hurdles we were faced with, the success of this campaign is testament to our agility as an agency, and our ability to quickly build good relationships with skilled partners (the majority of the team was from the local area). And, as it turned out, our core messaging of the campaign - encouraging people to get outside and back in touch with nature for their own wellbeing - couldn’t have been more timely.