Founded in Vancouver in 1971 by a small group of mountaineering enthusiasts, Mountain Equipment Co-op had grown to a national retailer serving a large membership base.

But with increased competition and an overall consumer shift toward more urban activities, the company wanted to update its brand to reflect the evolving retail experience. The company was now selling yoga mats, bikes and running gear alongside its traditional outdoor equipment and clothing, yet many still viewed Mountain Equipment Co-op as the retailer of choice for hiking and backcountry enthusiasts exclusively.

We developed the positioning, “We Are All Outsiders,” moving the brand away from its “hardcore outdoor”, updated the logo and developed a fully integrated brand presentation included a multi-platform launch campaign, product labeling, website, store signage, packaging, video and advertising.