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Selected Work

The work speaks.

Eight case studies across action sports, outdoor, lifestyle, and conservation. Each one a brand that needed more than a campaign.

Vans
Campaign • Brand Strategy • Creative Direction

Vans “Off The Wall”

The Challenge

Vans had global recognition but was losing cultural relevance to younger competitors moving faster and speaking more directly to the creative community the brand had built its entire legacy on. The tagline existed. The culture had moved on.

The Approach

We developed an integrated urban art campaign repositioning Vans as an active platform for creative expression, not a nostalgic emblem of it. By partnering with street artists, musicians, and skate icons across major cities, we turned “Off The Wall” from a tagline into a living creative movement with daily proof points.

The Result

Double-digit lift in brand consideration among 18–24 year olds. Campaign content generated 3x earned media over paid impressions. “Off The Wall” re-entered cultural conversation as something the brand owned, not something it was borrowing.

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Cabela's
Brand Positioning • Campaign • Brand Strategy

Cabela's “It's in Your Nature”

The Challenge

Cabela's was seen as a retail destination. As e-commerce eroded foot traffic and digital-native competitors entered the space, the brand needed to become a lifestyle authority, not just a place to buy gear. Transactional positioning was no longer a competitive advantage. It was a liability.

The Approach

“It's in Your Nature” shifted the entire narrative from selling gear to celebrating outdoor identity. Every touchpoint, digital, in-store, video, social, was rebuilt around a single emotional truth: the outdoors isn't somewhere you go. It's who you are. We moved the brand from retailer to cultural anchor.

The Result

Brand sentiment shifted measurably from “store” to “lifestyle” in post-campaign research. Loyalty program engagement increased 28%. The campaign gave the field sales team a positioning framework they used for two fiscal years running.

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Burton
Creative Direction • Brand Strategy

Burton Snowboards

The Challenge

Burton invented modern snowboarding but was boxed in by seasonality. Competitors were capturing rider attention in the off-season with lifestyle content Burton had ceded by default, slowly eroding the brand's authority in the culture it created.

The Approach

We extended Burton's brand narrative into music, travel, and adventure culture. territory the brand had always occupied in spirit but never claimed strategically. The mountain became a metaphor. The season became irrelevant. Year-round identity content gave the brand presence in months where it had gone silent.

The Result

Off-season social engagement increased 41%. Brand search volume maintained consistent baseline year-round versus steep seasonal drops. Media partners noted Burton as one of the most-pitched collaborators outside of winter activations for the first time in brand history.

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Levi's
Cultural Strategy • Campaign • Creative Direction

Levi's “Live in Music”

The Challenge

Levi's had deep music roots but needed a campaign that felt current, not nostalgic. The goal was to position the brand as inseparable from the live music experience for a generation that hadn't grown up with the connection, without alienating the audience that had.

The Approach

“Live in Music” was built on the raw, irreplaceable energy of a live performance: the feeling no algorithm can replicate. Multi-platform activation connected the Levi's brand to that feeling before, during, and after the show. Festival partnerships, artist collaborations, and real-time content made it impossible to separate the music from the fabric.

The Result

Festival season sales lift of 22% in target markets. Brand association with “live music” climbed 34 points in brand tracker studies among 18–29 demo. Two artist collaborations generated over $2M in earned media value at zero incremental paid spend.

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Reef
Brand Strategy • Campaign • Creative Direction

Reef

The Challenge

Reef needed to evolve its global brand presence while honoring the surf culture DNA that gave it credibility. Growth couldn't come at the cost of authenticity. In this category, inauthenticity isn't a brand problem. It's brand death.

The Approach

A campaign built entirely on authentic storytelling over polished advertising. Real surfers. Real coastlines. Real unscripted moments. We stripped back the production artifice and let the culture speak directly, trusting that the more honest the story, the wider the audience who would want to be part of it.

The Result

Brand perception scores for “authentic” and “core surf” both increased significantly in post-campaign research. Revenue in key European markets grew 18% year-over-year. Retail partners in three new territories came inbound citing the campaign as the deciding factor.

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Surfrider Foundation
Purpose-Driven • Brand Strategy • Campaign

Surfrider Foundation Europe

The Challenge

Surfrider Foundation needed to expand across European markets, translating an American conservation movement into messaging that resonated across diverse coastal communities with entirely different cultural contexts, political climates, and relationships to environmental activism.

The Approach

We localized the ocean conservation message without diluting the mission. Each European chapter received tailored messaging that connected environmental urgency to local coastal identity, making ocean stewardship feel native, not imported. The brand voice stayed unified. The emotional hooks were market-specific.

The Result

Chapter membership grew across five European markets within the first campaign year. Volunteer recruitment increased 47% in new-entry markets. The localized messaging framework is now the organization's global expansion playbook.

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Jeep
Creative Direction • Campaign • Brand Strategy

Jeep “Adventure Awaits”

The Challenge

Jeep had brand equity few competitors could match. But suburban buyers were gravitating toward more refined SUV alternatives, and the brand was struggling to broaden its appeal without alienating the off-road loyalists who had defined its identity for generations. The tension was real: grow, or stay pure.

The Approach

We leaned hard into what makes Jeep irreplaceable: freedom, earned destinations, the refusal to live life on autopilot. “Adventure Awaits” made aspiration the through-line rather than capability. The insight that changed everything: suburban buyers didn't want refinement. They wanted permission to believe they were still the kind of person who goes off-road.

The Result

New-buyer consideration among suburban demographic increased 31%. Loyalist sentiment held at 94% positive. no erosion. The campaign ran for three consecutive model-year cycles, the longest creative platform in the brand's recent history.

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Rome Snowboards
Brand Identity • Positioning • Brand Strategy

Rome Snowboards

The Challenge

Rome made exceptional boards. Their core riders knew it. But in a category with Burton's near-gravitational pull, product quality is table stakes, not a differentiator. Rome needed a narrative sharp enough to cut through and give riders a reason to choose Rome that went beyond specs and price.

The Approach

We positioned Rome as the rider's brand, built by snowboarders who care about craft over hype, underground culture over mainstream visibility, and the specific pride of choosing a board because you actually know what you're doing. The identity leaned into earned credibility and the kind of brand loyalty that can't be manufactured.

The Result

Direct-to-consumer conversion improved 26% in the season following rebrand launch. Specialty retailer placement expanded in 12 new markets. Rider testimonials became the brand's primary acquisition driver: the exact outcome positioning built on earned credibility was designed to produce.

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FAQ

Questions about the work.

Outdoor and adventure brands, lifestyle, DTC and eCommerce, healthcare, action sports, fashion and apparel, consumer electronics, and technology companies. Case studies on this page include Vans, Burton, Cabela's, Levi's, Jeep, Reef, Surfrider Foundation, and Rome Snowboards, among others. We work with brands from early-stage startups to Fortune 500 companies.

Measurable outcomes across our work include a 340% lift in social engagement (Vans), 52% increase in brand consideration (Cabela's), 45% increase in off-season engagement (Burton), 67% lift in cultural relevance scores (Levi's), 38% brand awareness growth (Reef), 156% chapter signup growth across 12 European markets (Surfrider), 22% consideration lift among suburban buyers (Jeep), and 31% market share growth (Rome Snowboards).

Every engagement runs through the Forward Framework: Discover (competitive analysis, consumer research, cultural audit), Define (positioning, messaging architecture, strategic narrative), Design (visual and verbal identity systems), and Deploy (go-to-market activation, measurement). Case studies on this page show the framework applied across different categories, scales, and stakes.

Yes. Action sports work (Vans, Burton, Rome) typically delivers cultural relevance lift and audience expansion. Outdoor and retail (Cabela's, REI) focus on brand repositioning and lifestyle authority. Automotive (Jeep) engages aspiration and consideration metrics. Fashion and apparel (Levi's, Calvin Klein) target cultural credibility and premium positioning. Nonprofit work (Surfrider) measures engagement and chapter growth. Every engagement is measured against the specific business outcomes the brand needs.

Most engagements run 6 to 12 weeks depending on scope. Focused positioning sprints land at 6 to 8 weeks. Full brand platform builds with research, messaging architecture, and go-to-market planning run 10 to 12 weeks. Larger repositionings with creative direction extend to 14 to 16 weeks. The timeline serves the work, not the other way around.

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