2019 - 2021 | New Zealand | GLOBAL | BRAND & CAMPAIGNS
icebreaker
Icebreakers customer base was made up of legacy customers and hardcore adventurers. But 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 to give the brand a facelift and position it as a lifestyle brand for all kinds of activities.
I helped Icebreaker into a new era. A fine balancing act of evolving the brand and connecting with younger audiences whilst still staying true to their 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.
