Send It.
Bringing the Arc’teryx Brand
Closer to the Commuters
Year
Spring 2025
Year
Spring 2025
Role
Art Direction
3D rendering
Photography
Brand
Arc’teryx
Brand
Role
Umbro
Art Direction
3d Rendering
Graphic Design
How does an Extreme Sports Brand Cater to an Audience of “Normal” People?
Arcteryx and street style
Walking around the streets of NY, especially in the fall, I am met constantly with people who work in offices, are on the train commuting, or just walking around sporting Arcteryx branded rain jackets. Yet Arcteryx focuses almost all of its advertising on getting outside, of exploring and pushing the limit when it comes to the human experience in nature. The only side of the brand that seems to be doing this everyday man advertising would be the Veilance line, but that is more of a high fashion expression of the brand rather than a simple reframing of performance gear. This led me to ask the question: how could Arcteryx reach and foster their audience of “normal people” while still bringing their key goals of movement and performance?
Building from the brand’s strengths
Taking the idea of trying to foster the common usage of these apparel pieces, I first took a look at the key audiences that Arcteryx serves already. They primarily surround outdoors enthusiasts, trail runners and rock climbers. As a rock climber myself, I went through the Rolodex of climbing specific terms that I feel could be used to relate to the common experience of moving through a city. The term that stood out to me was “Send it” as it fosters this idea of living life to the full and going for what’s in front of you.
When Everyday Life Feels like an Extreme Sport
Moving city, moving people
Working off of this mantra of Send It, I sought out photography that reflected this idea of being on the move, specifically in a metropolitan city. Pictures of normal people, getting where they needed to go. The idea with this was to reflect how moments of commuting can feel like a race to the finish and how getting to the office on time can feel like an accomplishment in itself.
A Space to Shop in Context
Once I had the print materials worked out, I wanted to create a space that spoke to the nature of the extreme sports side of the brand while also speaking to the concrete jungle that we live in. I was inspired by the shape of volumes in climbing and wanted to use them as vehicles to engage the space in a uniquely simple way.