Marmot was founded to help people get out there.

padding
padding

To climb higher, ski harder, and trek farther. But when a global pandemic shuttered national parks, recreation facilities, and gear shops across the country, “get out there” suddenly turned into “stay in here—at home.”

Because adventure is at the core of Marmot consumers, in lockstep with brand, merchandising, and marketing partners, the eDesign team overhauled their entire communications strategy to remain relevant, sensitive, and positive during a period of global uncertainty.

+
+

“Not only did we need to shift our messaging, we needed to do it in real time and across every single consumer touchpoint,” said Michele Axt, Copy Manager for the Outdoor & Recreation Business Unit. “From email to homepage content, paid and organic social to promotional offers, we developed a cohesive tone that was authentic and forward-thinking while addressing our current reality."

This shift also influenced the brand’s design direction, down to small details like the Marmot logo itself.

padding
“The cross-functional collaboration between our teams allowed us to move quickly,” explained Dave Magarity, Senior Art Director for the Outdoor & Recreation Business Unit. “Since we were at home ourselves, we remotely ideated and aligned on content needs. This included in-home photoshoots with employees and ambassadors that keyed in on social distancing and adventuring in place—what soon became the prominent theme of our campaigns.”

“The cross-functional collaboration between our teams allowed us to move quickly.”

Around the world, the Marmot crew was inspired to bring the outdoors in, by scaling bookcases (don’t try this at home!), rafting bathtub rapids, and assembling portaledges on back porches.

Photo: @katha_saurwein on Instagram
Photo: @andrewfitts on Instagram
Photo: @dankrauss on Instagram

This response validated a collective longing for the outdoors. And although the near future seemed unsettled, one constant remained: that it would be there when everyone was ready, whenever that may be.

Explore Additional Stories