Everybody Out
The Complexity
The outdoor apparel category was largely dominated by two players who stood for human achievement and environmental consciousness, leaving room for no one else.
The North Face had spent decades owning the idea of human achievement in extreme conditions. Patagonia had spent just as long owning environmental conscience. Every other brand in the space had been competing for one shadow or the other. Marmot had spent 45 years as a technically superior brand that nobody could quite distinguish from its biggest competitor.
The Idea
We researched Marmot’s history and found that the brand was rooted in the belief that the outdoors belonged to everyone. That pointed to a territory no performance apparel brand had fully claimed. The pure, uncomplicated joy of being outside with people you love in a beautiful place. Marmot could own it more rightfully than anyone.
Everybody Out became the organizing idea and the line that unified everything. Inclusive, joyful, and unlike anything else in the category. A voice that was warm, colloquial, and completely at home outside.
The Outcome
The repositioning created a distinct brand voice that competitors weren’t claiming. Marmot moved from one technical voice among many to a humanized, joyful alternative, differentiating the brand in a crowded category and giving partners a clear reason to collaborate.
- Brand Strategy
- Creative Direction
- Art Direction
- Graphic Design
- Campaign Ideation
We made the outdoors about the experience, not the achievement.
- Jeff Steinhour
- Mike Howard