Project completed at Persona Studio
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The Challenge
Craghoppers, known for its technical outdoor clothing, risked being seen as outdated and overly traditional. As a primary retainer client, they looked to us to gradually reposition the brand over several years through a series of strategic and creative refinements. The challenge was to evolve the brand incrementally across multiple touchpoints, modernising its appeal while retaining its loyal audience.

The Solution
Working as part of the team at Persona Studio, I worked the creative repositioning of Craghoppers for them, overseeing brand and campaign work across digital and print. This included evolving the brand guidelines, refreshing their tone of voice, and introducing a contemporary secondary typeface to bring warmth and clarity. I worked on creative direction on seasonal collections, defined their “on the hill” photography approach, and helped shape the brand’s identity in the lead-up to its 60th anniversary. Through subtle but intentional design shifts and strategic clarity, I helped Persona Studio present Craghoppers as a confident, relevant brand rooted in both innovation and heritage.