Global brand campaign for outdoor travel and adventure brand, Kathmandu,
Global brand campaign for New Zealand travel & adventure brand, Kathmandu.
The cornerstone: the brand's new tagline with the italicised brand font gives a sense of movement, and while seemingly understated, it’s well-balanced against Kathmandu’s main mark and ends with a sharp and confident punctuation – the full stop.
Confident, thought-invoking, and balanced – traits marrying well with the foundations of the campaign, that travel and adventure is the ultimate life experience and has the ability to change our lives for the better.
Prior to launching all four mini-documentary style films, we teased the campaign on social media and Open Air Cinema across 7 capital cities in Australia and New Zealand.
Kathmandu’s brand font family, works well in any application but all the weights lacked that emphasis and humanistic feel we wanted when delivering these bold and confident statements. I worked closely with Swiss foundry, Lineto to develop ‘Kathmandu Brown’ a black weight with a friendly rounding.
A landing page containing the longer stories, gear lists and the rationale behind the campaign was created to store the huge amount of content. All direct mail, and media point to the page, which is home to all aspects of the campaign.
Two thirds through their 45,000km cycling trip, we caught up with Kiwis Mark and Hana in Peru.
Chhiring Sherpa is someone who prepares others to become World Ready while on his many climbing expeditions of the world’s highest mountains.
Caroline Bellamy gains inspiration on her adventures and relives them by creating incredible oil impressions of the landscape she visits.
The Lorrimer family began the ‘Big Lap’ of Australia over three years ago - with adventure in every new location, there’s no finish line in sight.
Creative direction: Brett Danielsen & Ryan Najelski
Copywriting: Ryan Najelski
Photography: Ben Mcnamara
Video and Production: MIYH NZ