In Spring 2022, I rebranded Columbia Sportswear. Columbia Sportswear is a credible company with great potential for appealing to Generation Z, but has little to no marketing directed toward this demographic.
Vintage Columbia clothing has grown in popularity among this generation, and the company has yet to capitalize on this success.
The new rebranding and marketing materials will successfully define Columbia as fashion-forward, retro, urban, stylized and rebellious to Generation Z. These new deliverables will guide Columbia into the realm of luxury vintage fashion while still paying tribute to the legacy it has maintained for the past 100 years.
