The daily climb
CLIENT
GORE Wear
YEAR
2020
LOCATION
Berlin
PROJECT
Brand Repositioning
THE ASK
To take the brand from speaking to an audience of elite high-endurance athletes, to a more holistic space. One that resonates with the everyday sportsperson and their own individual daily climb, speaking to their audience in a more human and empathetic nature.
THE CONCEPT
"The daily climb" represents each individual person overcoming their daily obstacles in order to perform at their best. This project centred around bringing a more human feel to the brand, making it more accessible to the everyday sportsperson. Working with a team of brand strategists, copywriters and designers, we created a playbook detailing the new brand pillars, photography guidelines, art direction guidelines and brand film that would work as a foundation to build seasonal campaigns around.
I WORKED ON – BRAND STRATEGY, CONCEPTING & IDEATION, ART DIRECTION, DESIGN & MOTION
THE RESULT
New tone of voice and visual world to use as a foundation for the new brand position & successful brand film.
