outdoor research
During my last semester at VCU Brandcenter I was fortunate enough to work with Outdoor Research to help differentiate them from the North Face’s, Patagonia’s and an otherwise crowded category of outdoor brands that, honestly, have become more fashion than function. Simply put, you don’t wear OR gear to your kid’s soccer tournament. You wear it because it can be the difference between life and death in places that are far, far away from a casual stroll through the suburbs on a crisp fall morning.
I’m told the manifesto below hangs in their offices to this day. Not bad for an out-of-shape copywriter.
AD: Brandon Viney