Client: Pingora
Project: Brand Launch
Agency: Yesterday
Role: Strategy Director
– Market Research
– Consumer insights
– Audience Persona
– Brand Positioning
– Purpose & Manifesto
– Copywriting
– Photography
– Launch Collateral
– Sales Book
In partnership with the badass Creative Director, Allison Ross, I helped a new backpack company realize their purpose far beyond backpacks — to help the next generation of athletes disconnect from the digital universe to pursue their goals in nature. Through customer research and brand purpose development we prepared the Pingora team for launch at the Outdoor Retailer trade show with a brand-led sales workbook for Spring 2023/2024, refreshed photo library, fresh website and an inspiring elevator pitch the founders truly believed in.
