Mountain Sports Authenticity

 

Global Strategy project to significantly elevate Brand | Product | Marketing and Distribution execution in a truly authentic fashion.

IDEA: Product Innovation as a disruptive market force

PRODUCT: FutureLight fabric technology

OUTCOME: Fast Company Most Innovative Brand 2020

IDEA: Re-establish the brand at the top of the world - 8000M peak alpinism.

PRODUCT: Advanced Mountain Kit : 50/50 Down, FutureFleece, Cloud Down, DOT Fleece.

OUTCOME: ISPO Product of the Year

 

 

We created a brand and a company from scratch.

 

In 2020 EEnotech approached us with prototype thermoregulating fabrics. In 2021 we had developed an entire brand, trademark and patent portfolio, built and launched an entire product line including the Worlds Warmest Jacket, The Worlds Best Sleep and the Worlds Coolest T-Shirt.

IDEA: Thermoregulating materials as a tool for personal carbon footprint reduction

PRODUCT: CoolLife and WarmLife technologies

OUTCOMES: Fast Company Most Important Ideas 2022 | Raised $13M in Seed funding | +1B media impressions | Created the Future of Fabric


 

 

Black Diamond engaged Project for its growth strategy.

 

It was an inspired moment when BD asked Project to develop the pivot for brand growth. To define a new white-space consumer opportunity and create the demand strategy was some serious work.

IDEA: Research driven insights into new consumer behaviors and needs

PRODUCT: Global adoption of new direction via a unique set of distributed brand tools focused on Indoor Climbing

OUTCOME: Climbing Shoes and Indoor Climbing apparel and equipment assortments + 40% CAGR over 3 years

 

 

We knew the brand, the product and the consumer. And then we turned that IP into brand status for Audi.

 

It was a rare combination of brand and product ownership aligned with an aggressive marketer who really wanted to win. So we reinvented digital, showroom, catalogs, dealer websites and the role of marketing innovation to move Audi into it's rightful position as a leader in luxury automobiles.

IDEA: Digital first marketing strategy

IDEA: First auto brand on the iPhone

IDEA: First auto brand on iTunes

IDEA: First auto brand to develop a full-length motion picture

IDEA: First auto brand with a straight to iTunes approach

IDEA: Win with brochures

IDEA: Transform the retail experience

IDEA: Digital story-telling

IDEA: Align with sports that drive consumer engagement and relevance

OUTCOME: 2X sales volume in 5 years

 

 

The worlds most exclusive auto brand engaged Project to define it's Future Driver.

With the future launch of the Urus SSUV in 2018, Lamborghini needed a path to brand transformation which opened the aperture of the brand to include Future Drivers.

IDEA: Solve critical business challenges

IDEA: Develop precise Future Driver profile

IDEA: Define brand purpose

IDEA: Articulate the Future Driver strategy to all stakeholders

 

The challenge is great. How do you say you're the best without saying you're the best.

We have enjoyed skiing nearly everywhere in the world. And Aspen is by far the best. But you can't say that in consumer advertising.

So we designed it.

We are undefineable, but we need a unified global brand campaign.

 

Likely the biggest challenge we ever faced. How do you create a unified campaign for a brand that stands as the benchmark in so many product categories, in so many sports and with such a diverse consumer audience. It seemed Beyond Reason.

IDEA: CUSTOM as a method to drive consumer engagement and drive margin

IDEA: Unified global campaigns to decrease fragmentation and increase brand equity

IDEA: Women as a growth driver _ Perform Beautifully

IDEA: Apparel as a growth driver_ global product strategy

 

This project is confidential. 

We needed to shift negative momentum to positive.

The golf industry needed a punch in the face.

And Callaway delivered the blow.

We brought back fun to golf.

 

An old tired brand with new leadership and energy

So we rebuilt the identity, packaging, trade show exhibit, point of sale and positioning to match the vision of the new President. Sales responded dramatically - to the positive.

 

This project is confidential.

 
 

Faraday Future

There are few moments in a career when you get to launch a new product, and new brand and a new way of thinking at the same time. This was one of them.

Marketing Strategy. Brand Strategy. Creative Strategy. GTM Strategy. Creative Execution.

 
 

We turned a local design shop into a global advertising force

 

In 2004 Factory Design Labs was a local design shop in Denver with non-notable clients. 10 Years later we developed a +$50M business with offices in Shanghai, Zurich, Verbier and Aspen that developed global campaigns via TV, Print, Retail, Digital and Social for Tier 1 brands.