Strategy · Advertising

Arc'teryx

Brand Architecture, Campaign Analysis & Original Concepts

Brand Architecture and Strategy

Arc'teryx.

Arc'teryx is an outdoor apparel company that was founded in Vancouver Canada in 1989.

Their brand ethos is based in connecting with the mountains, and delivering high performance gear. They emphasize durability as a tactic to increase sustainability. Their brand mantra:

Arc'teryx utilizes branded house strategy with sub-lines such as Arc'teryx Veilance and Arc'teryx System which provides the brand with flexibility. This strategy allows them appeal to a wider audience range without damaging their core identity.

The primary audience of Arc'teryx is outdoor professionals and enthusiasts seeking high quality gear. The secondary audience is urban, fashion-forward consumers who are inspired by the gorp-core aesthetic.

Brand Mantra

Obsessive Design.
Radical Performance.

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