“What drives us to be outside — actually lives inside us all.”

Australian-based Sea to Summit was looking to make moves globally through a robust refresh that was to touch nearly all facets of the brand — from identity, color, type, digital, content and even the more cumbersome lifts of tradeshow and packaging. While as Partner & Director of Creative at ACV — under the guidance of respected outdoor brand marketer and ex-CMO of the The North Face, Aaron Carpenter, we set out to re-build the brand from the DNA up.

First through powerful and multi-stakeholder DNA workshopping, then evolving their Brand Guidelines into a deep resource consisting of 60 pages of Creative & Strategic direction.

With those critical items signed off and embedded — we worked hand-in-hand with Brand, Marketing, Creative and Product teams to imagine, brief, design and launch the new Sea to Summit brand with a modern and human slant to a storied Aussie brand.