Merrell: Let’s all take a hike

ASK Merrell asked Worthwhile to create a fresh brand guide to capture and graphically define a new purpose and target.

In 2020 Merrell found itself shifting from a technical hiking favorite to an accessible, inclusive offering celebrating the simple power of being outside. This new purpose had formed prior to the pandemic, but felt new traction in the obvious benefits associated with getting outside.

APPROACH Worthwhile researched brands that shared or overlapped qualities of Merrell’s new purpose to understand how to help develop distinctive, ownable brand characteristics and qualities that aligned with Merrell’s strong, established personality.

Worthwhile worked with the Merrell team to test a variety of brand perspectives that could help team members make good on-brand decisions when articulating the new brand.

We look forward to completing the brand guide in 2020.