CASE STUDY — BRAND & CREATIVE STRATEGY

Rossignol

Redefining 115+ years of mountain heritage for a changing business, playground and world.

IN PARTNERSHIP with Baker Echo · 2023

THE TURNING POINT

Winter was shrinking and so was inclusivity in mountain sports.

Winter was shrinking and so was inclusivity in mountain sports.

Rossignol helped put skiing and snowboarding on the map. More than a century later, the world of mountain sport and culture was changing in ways that challenged its legacy to evolve or lose relevance.

As the business expanded across seasons and mountain pursuits, the category itself was facing bigger questions around climate, diversity and its future.

Rossignol chose to face those pressures head-on, making a strategic shift that would change the face of the brand and open the mountains to more people, in more ways, for years to come.

Rossignol helped put skiing and snowboarding on the map. More than a century later, the world of mountain sport and culture was changing in ways that challenged its legacy to evolve or lose relevance.

As the business expanded across seasons and mountain pursuits, the category itself was facing bigger questions around climate, diversity and its future.

Rossignol chose to face those pressures head-on, making a strategic shift that would change the face of the brand and open the mountains to more people, in more ways, for years to come.

THE STRATEGY

The heart of the mountain.

The heart of the mountain.

Working with Baker Echo, I led the strategy through an intensive six-month process to redefine what Rossignol stood for.

The work was grounded in a new brand essence, The Heart of the Mountain — a reflection of what the mountains mean to the brand and the communities around them. From there, we developed a new brand ideology, story, passion pillars, photographic language and global brand book to bring it to life.

At the centre of everything was a simple shift: a brand that had spent more than a century conquering the mountains would now put itself in service of them.

Working with Baker Echo, I led the strategy through an intensive six-month process to redefine what Rossignol stood for.

The work was grounded in a new brand essence, The Heart of the Mountain — a reflection of what the mountains mean to the brand and the communities around them. From there, we developed a new brand ideology, story, passion pillars, photographic language and global brand book to bring it to life.

At the centre of everything was a simple shift: a brand that had spent more than a century conquering the mountains would now put itself in service of them.

THE PLATFORM

Every Mountain, Every Face.

To bring the strategy to life, we developed a new creative platform built to show both the belief and breadth of the brand as a portrait of modern mountain culture.

The launch was filmed across borders and mountains to tell the story of belonging.

The launch was filmed across borders and mountains to tell the story of belonging.

The launch was filmed across borders and mountains to tell the story of belonging.

Mzaar · Hakuba · Pelion · Kaunertal · Berlin · British Columbia

THE LAUNCH FILM — EVERY MOUNTAIN, EVERY FACE

THE LAUNCH FILM — EVERY MOUNTAIN, EVERY FACE

THE LAUNCH FILM — EVERY MOUNTAIN, EVERY FACE

THE SYSTEM

A global brand book inspired by the mountains.

The strategy came to life in a new global brand book I wrote and co-directed that brought Rossignol’s story and identity to life as a retro-future ski magazine to bring people and partners into the new world of Rossignol.

IMAGE PLACEHOLDER

Campaign frame · British Columbia

THE OUTCOME

Heritage reimagined for modern legacy.

Every Mountain, Every Face launched globally for FW23 and followed in S24, extending Rossignol's move into trail running, footwear and summer training, with a more inclusive vision of mountain life that continues today.

SERVICES

Brand & Creative Strategy

Global Brand Book — Concept, Content & Copy

Creative Platform & Production Treatment

In collaboration with Baker Echo

CREDITS

Strategy Partner — Baker Echo

Design & Art Direction — Rossignol Internal, Caio Oyafuso

FW23 Film — Rossignol Internal, El Flamingo Productions

Next — All Weather Group

All work