RAB wanted to stand out against the veritable mountain of homogenous outdoors brands. We made sure they did.
RAB was looking for a new angle. One that would lead them away from the same clichéd world that almost every other outdoor brand existed in. We found it for them.
Rab Carrington told us that the greatest thing he’d ever got from climbing was friendship. We ran with this idea. It was simple, yet entirely different from the typical, solitary, man vs nature narrative that most outdoor brands represent.
We created a two-minute brand film, ‘The Mountain People’, which captured the authentic, adventurous camaraderie between true mountaineers.
RAB adopted their new brand positioning in markets around the world.