2019 - 2021 | New Zealand | GLOBAL | BRAND & CAMPAIGNS
icebreaker
Icebreaker had a problem. Their customer base was made up of mainly older-skewing, hardcore adventurers, and they were missing out on the younger consumer base who were being captured by other brands in the same category.
So we embarked on a journey of making the brand feel youthful and relevant not only for outdoor activites, but for every aspect of life.
My mission was to guide Icebreaker into a new era. A fine balancing act of evolving the brand and connecting with younger audiences whilst still staying true to Icebreakers core customer base and legacy.
I worked in the global team -concepting, art directing and producing everything from global campaigns to digital experiences social and brand content that set the tone, look and feel for the brand across the world.
