Our Partnership
Our task was to craft the brand architecture, brand strategy, communication hierarchy, and the user experience that would ultimately serve the membership business model envisioned by the founder. This was no easy task as thirty plus disparate brands were to be consolidated under a single identity, transforming the multitude of identities into a consolidated value proposition.
Focus
The ensuing brand Loyalty Architecture work culminated in a first principles approach. We came to understand that by ‘solving for the human problem’ everything else would follow. The revelation that a run, a climb, a hike, or a few minutes on a yoga mat can be transformative, and in effect energize the individual and the community around them. The strategic tenet, ‘wellness begets wellness,’ transformed a magazine about the outdoors into a catalyst for the wellness loop.
Demonstrated Impact
The new brand architecture, membership model, and user experience are only recently in market; however, digital and print consumers of the various brands have rapidly adopted the expanded offer across the platform via the extended membership subscription, while the legacy identities of the original print publications have been maintained.