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Craghoppers, known for its technical outdoor clothing, risked being seen as outdated and overly traditional.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
I led the creative repositioning of Craghoppers, overseeing all 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 provided 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, we helped Craghoppers present itself as a confident, relevant brand rooted in both innovation and heritage.