Marmot
PEAK EXPERIENCES
Creative Director at Kevin McPhee and Associates
When authenticity is key and budgets are tight, using raw graphic elements and unpolished photography can effectively convey real-life stories. Paired with genuine voices, this approach resonates with a brand’s core audience and those aspiring to join it.
The “Peak Experiences” advertising and catalog campaign highlights the extraordinary adventures of climbers, skiers, and adventurers, showcasing the moments they find most inspiring. Through personal storytelling and often non-professional photography, the campaign brings to life the personal triumphs and challenges they face in the most demanding landscapes.
The scrapbook style of the layouts, and the use of no-nonsense typography, express the brand’s identity as authentic and unglossed – essentially “non-advertising”
Accompanying this campaign, we developed their tagline “For Life”, serving a multifaceted purpose for the brand. It alludes to the exceptional durability and lifetime warranty of Marmot gear, emphasizes the role the gear plays in keeping adventurers safe and alive in harsh environments, and embodies a philosophy of living life: fully embracing and exploring the world. This message aligns Marmot with the values of resilience, protection, and an unyielding zest for life.
Art Direction: Kevin McPhee
Copy: David Begler
Photography: Various athletes
Above, an ad with humor that followed the Peak Experience ad for the launch of DriClime base layer.
The Advertising
The Catalog
The technical aspects were presented in detail with clean infographics. Overall product categories were places into an unvarnished off-yellow paper section.
