Reclaiming Berghaus’s place in British fashion and culture.
Creative strategy · Cultural positioning · Brand strategy
Role · Creative Strategy Lead
Berghaus had the heritage of a British icon, but its place in contemporary culture had faded.
Rather than tell people Berghaus was iconic, we put it back into culture—partnering with Liam Gallagher to launch Icons.
From city walls to social feeds, the campaign carried the idea beyond the launch.
Manchester · London
Murals · OOH · Flyposting · Social
Creative strategy · Cultural positioning · Brand strategy
Role · Creative Strategy Lead
Brands can’t declare themselves iconic. That status is bestowed by culture.
For the style-conscious, outdoor clothing wasn’t separate from fashion. It was part of how they expressed who they were.
Show up in culture, not just advertise around it.
Berghaus was born in the mountains, but found a home in the city.
Berghaus Icons.
Celebrating the place Berghaus had earned in British culture.
Murals · DOOH · Flyposting · Social