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Merrell Footwear
SURE FOOTED ON THE EDGE OF UNCERTAINTY...
The gear that gets you out there, Like so many brands reaching middle aged, outdoors global giant Merrell has been reflecting upon its brand values and identity and how to strengthen these for the next 30 years. It has been an awesome journey joining Merrell in this process. Applying trend and consumer analysis, to re-vamp branding & consider sub-brand identities to give Merrell appeal to a younger outdoors consumer without alienating existing loyalties. Alongside strategic branding work, I also created graphics & animations for Merrell’s international conferences, building designs for tradeshows, pop-up stores, and other Seasonal marketing tools.
