Position New Product Category
Find the brand truths
Articulate The Story
Authenticate The Brand
Visualize The Stories
Build the library
Establish the rules
Build The Tool-kit
Reposition Outdoor as Outside
Consumer Brand Campaign
KEEN first launched with an innovation to the common sandal, changing the market and spawning a series of strong product franchises. KEEN created a huge fanbase over the course of 15 years.
This inability to connect with a new audience led to the development of a series of products designed to modernized the brand for a new audience.
With a fresh new approach to a product category, a strong creative approach was necessary to connect with more modern consumers.
While at Keen, I worked to modernize our visual communications through content, retail, digital, and all aspects of the seasonal thematic. (More info can be found in my other Keen case study.)
Redefining "Outdoor" as "Outside"
Additionally, I was asked to develop an overarching brand direction that would signal the adaptation and invitation to an overlooked target consumer.
This approach is an open invitation to experience “outside” with communities that are not currently considered to be the core outdoor enthusiasts.
*Disclaimer – The static images were used as comps to internally establish this campaign. None of these images were public facing.
This campaign direction was unveiled during the global sales meeting and did have full intentions of launching.
The brand ultimately decided to move away from this direction and focus only on their core outdoor audience, rather than investing in the development of a new one.
Sell-in tools, look-books, retail assets, tool-kits, and campaign visuals were created as part of this initiative, but unfortunately were not released as the seasonal campaign.