When clarity of purpose can save the day, or even a life.
Photo: Eric Larsen
MSR began as a one-man crusade to improve the safety of climbing equipment. Fast-forward forty years, and MSR had lost that message...the innovation and durability were still there, but products were no longer telling the story. To us the answer was obvious, and already in the name: Mountain Safety Research (MSR).
Photo: Peter Mathis
By re-defining the brand promise (performance gear—for life) we arrived at a new set of tools for improving silhouettes, surfacing, blocking, and badging to more tightly integrate products across categories, and loudly re-claim their stake.
What we did
Photo: Scott Rinckenberger