OV had built up an impressive following with their laid-back approach to physical activity, so we took their lighthearted brand tone and non-competitive attitude and crafted the strategy line: Let’s Play.
Our plan was to promote the idea of constant play, communicating the pure fun and satisfying rush that comes from activity.
Outdoor Voices
Outdoor Voices is a high-end activewear brand with a unique goal: to encourage people to be active without being explicitly competitive. Unfortunately, when we first engaged with OV, their energetic brand voice had become scattered. Their “no logo” approach allowed many companies to rip off OV’s designs with cheaper, inferior products. My task was to bring focus and cohesion to their primary sales and brand channel: Instagram.
Our Let’s Play strategy geared OV’s social posts to focus more on showing the leggings, tops, and shoes in use. We featured people running, playing sports, skateboarding, and dancing in non-competitive settings.
This created a more aspirational brand vision and gave followers a stronger sense of OV’s mission.
outdoorvoices @lupitanyongo took her spots to Kenya, Mexico, Nigeria, and Arizona #DoingThings
outdoorvoices OV Studio is here! Guaranteed to move you. Let’s play — link in bio!❣️
outdoorvoices TechSweat™ taking on N E W lengths for the New Year → Kneecaps! Link in bio! ♥️
Dunking should be a human right🏀 CloudKnit makes great gifts for everyone — link in bio for all the CloudKnit goodies ☁️🏆
ROLES: SOCIAL CAMPAIGN • SOCIAL STRATEGY • COPYWRITING • ART DIRECTION • TOV DEVELOPMENT