Going Above + Beyond to double the revenue of Mountain Equipment®
Going Above + Beyond to double the revenue of Mountain Equipment®
A new Brand Expression for one of the UK’s leading outdoor brands required qualitative research with key stakeholders, staff, customers and athletes in the UK and Europe.
Considering the extensive history of first ascents and the pioneering heritage of the brand – the highest and hardest peaks and the furthest poles – we crafted the new expression: Above + Beyond Since 1961.
- + Above: At the core of the brand, for the hardest levels of climbing
- + Beyond: An extension of the brand, for serious exploration to the furthest corners of the planet
- + 1961: Our brand heritage, for new and emerging markets
Vivid created an extensive Brand Expression document and application guidelines that clearly established Mountain Equipment at the upper echelon of technical outdoor excellence.
Notable Historical Ascents:
- 1970 Annapurna, South Face – Whillans & Bonnington
- 1975 Mount Everest, Southwest Face – Haston & Scott
- 1977 First Mountain Equipment Gore-Tex® jacket produced
- 1978 First Ascent of Everest without Oxygen – Messner & Habeler
- 1997 Changabang, North Face – Cave & Murphy
- 2012 Nanga Parbat, Mazeno Ridge – Allen & Allan
Interestingly, Land Rover® followed suit a few years later and still use this strapline today!
