Project/Client
Kathmandu – We're Out There
Collaborators
Agency: Special Group
Services
Concept & Ideation Visual Identity Graphic Design Digital Design Marketing Materials
Kathmandu's first brand relaunch in 30 years — and a chance to rebuild it from the inside out. Working with Special Group, I helped shift the brand from functional to genuinely felt, anchoring it in something more profound than product: the science of nature's effect on people. Spending time outdoors reduces stress, increases empathy, and makes us more creative and content. That truth became We're Out There — a platform that didn't just describe the brand, it justified its existence. Every visual decision followed from there. The twin peak logo was reinvigorated with vivid natural colour and refined proportions. A dramatically expanded palette — drawn from the real breadth of the outdoors, not just its iconography — replaced the brand's previous restraint with something more alive. I chose a bold new typeface to complete the picture. The result: a brand identity that finally looks as good as being outside feels.
Kathmandu's first brand relaunch in 30 years — and a chance to rebuild it from the inside out. Working with Special Group, I helped shift the brand from functional to genuinely felt, anchoring it in something more profound than product: the science of nature's effect on people. Spending time outdoors reduces stress, increases empathy, and makes us more creative and content. That truth became We're Out There — a platform that didn't just describe the brand, it justified its existence. Every visual decision followed from there. The twin peak logo was reinvigorated with vivid natural colour and refined proportions. A dramatically expanded palette — drawn from the real breadth of the outdoors, not just its iconography — replaced the brand's previous restraint with something more alive. I chose a bold new typeface to complete the picture. The result: a brand identity that finally looks as good as being outside feels.
