As Gert Boyle, the 92-year old Chairman of the Board at Columbia Sportswear, likes to say

“It’s perfect. Now make it better.”

When asked to rebrand Columbia Sportswear to introduce it to a whole new generation of people looking to get outside, I took that quote as our brief. We told the story of Columbia’s gear and employees through the story of the “tested tough” culture that Gert built within Columbia.

I was the Executive Creative Director and Art Director on all elements of this global rebrand from television to in-store.

It took a bit of convincing, but, for the first time ever, Outside magazine turned their buyer’s guide cover over to a brand. Since Gert has broken so many other rules in the industry we thought that it was only fitting to put her and her cat on the cover.

I took inspiration from garment tags found on Columbia gear to transform transit ads from simple product shots to unique, fun brand moments. I designed a stamp that products only receive once Gert Boyle has deemed it was “Tested Tough.”