The Challenge

Backcountry sought to reintroduce its refreshed brand and Basin & Range line through real-world, community-centered activations — while gathering feedback to inform future market expansion.

The Strategy (My Role)

Event Activations: Led on-the-road events across the western U.S. from a branded Airstream.
Consumer Research: Collected feedback on awareness, perception, and market interest.
Brand Storytelling: Shared authentic narratives about sustainable design and product innovation.
Visual Marketing: Crafted experiences designed for shareability and social storytelling.

The Results

• Boosted brand recognition and trust in new markets.

• Delivered valuable consumer insights for retail strategy.

• Generated organic social media engagement around the refreshed brand.

Key Takeaway

Immersive, experience-driven marketing builds authentic brand connection and fuels future growth.