PAINTING A NEW VISION OF RELEVANCY

CREATIVE STRATEGY
CAMPAIGN DEVELOPMENT

challenge

While many active enthusiasts were aware of Eddie Bauer, they viewed the brand as something their parents would wear. The brand wasn’t connecting with a new generation of enthusiasts. The challenge was less about awareness and more about returning the brand to a place of relevancy among the right target. We needed to prove that Eddie Bauer should be the go-to outfitter for modern outdoor adventures of all kinds. After all, the brand was worn by the first American to ever summit Mount Everest.

approach

Playing off of the core palette within multiple lines, we used color to be the main identifier. With each piece having a role and benefit across various altitudes, we took the standard flat lay and suspended it vertically to achieve lift and a feeling of elevation. Design was supported by a messaging framework that captured the spirit of the outdoors.