Since 1932 Danner has built their reputation on high quality boots, handcrafted to handle the trails and travails of the Pacific Northwest. Nemo’s track record outdoors and outside the expected made for a natural partnership. The goal: create a defining Brand Foundation that could unlock clear, cohesive and ironclad storytelling across their differing categories. Oh yeah, let’s sell a ton of boots while we’re at it.
Work began with a discovery phase to gain insight into existing brand equity, consumer priorities, product needs and the competitive landscape. This information provided the structure for the brand platform—the strategic framework for communication and for the development of a unique design language. These tools informed the message and ensure consistency across all of the brand’s consumer touchpoints.
A solid brand foundation works as a “trail map”, from where we build consistent yet distinct storytelling and visuals for all of Danner—including the series of successful seasonal campaigns Nemo has rolled out across their Outdoor, Work and Uniform categories.