Mountain Hardwear
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Engagement Overview
Ravine Association worked closely with Mountain Hardwear’s C-suite and founders to re-imagine the brand for a new generation. Our process combined a study of the brand’s core history along with new customer engagement strategies to evolve the positioning of the brand to be more modern and approachable. The result of the engagement was a detailed SWOT analysis and research documents, as well as a comprehensive brand guidelines book.
Competitive Analysis
Under new leadership and a need to regain marketshare, RA looked at the brand’s history and built an approach to displace competitors. We met onsite at headquarters and via virtual tools to interview those closest to the brand to inform the new direction.
Customer Insights
Once the interview process was complete, we joined the leadership team at Outdoor Retailer conference in Salt Lake City to assess the brand competitors in an effort to accelerate the relaunch and direction of the brand.
Brand Guidelines
The intensive and rapid discovery process laid the groundwork for a thorough brand guidelines document, with SWOT analysis, marketing and brand repositioning suggestions, as well as color palette, messaging, imaging and usage direction for media placements.
Process
Marketing and Brand Repositioning
Through our discovery discussions, we gained valuable understanding of the different sensibilities, unique insights, and personalities of the brand, and in turn, informed the current and future identity of the brand. These insights acted as an important building block for their future communication platform. We looked at both external client and internal employee perceptions, as well as digital-first best practices to guide the brand’s new sense of purpose and activation.
Brand Guidelines
Ravine Association gathered proof points and oversaw the preliminary articulation of MHW global attributes, core messages, points of differentiation, and points of relevance. We then translated the final research and discovery information into a cohesive brand guidelines document.