In 2022 Salomon turned 75. And it felt that old. So we went to work globalizing and modernizing the iconic French brand.
Shaping New Futures was the end result of 3.5 years of work to redesign the entire consumer journey from target consumer, to marketing, to retail design and everything in between.
In that period of time we added of $1.2B in new revenue and tripled brand awareness.
We were brought in to create a Vision of the future.
We worked in the intersections of Product Innovation, Social Currency and Elite Cycling.
Details are confidential.
THE NORTH FACE
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
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
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
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
Lamborghini
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
ASPEN SNOWMASS
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.
OAKLEY
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
SAFILO GROUP
This project is confidential.
CALLAWAY
The golf industry needed a punch in the face.
And Callaway delivered the blow.
We brought back fun to golf.
EAGLE CREEK
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.
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.
FACTORY DESIGN LABS
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.
