We led Summit Series in a new direction: The Other Way. Reconnecting the sub-brand with its roots, The World’s Finest Alpine Equipment. The Other Way is a challenge: Denounce the well-travelled in favour of the uncharted.

The basis of this new identity was a gradient, meant to symbolize the effect of sunlight on mountains, illuminating one face while simultaneously shading another: The Other Way. A monochrome colour scheme embodying sun versus shade was used to avoid distractions, drawing attention to the performance and technological aspect of Summit Series.

The objective of the campaign was to reach the core alpinists of this world. In doing so, the Summit Series - The Other Way campaign was seen worldwide, with a media push in single and double page spread ads of specialized outdoor magazines across the US, France, UK, Germany, Italy, Netherlands, Spain and Sweden in addition to the campaign’s product lookbook being distributed in more than 300 specialized shops across the US, Canada, Europe, Asia Pacific and China.