• Mountain Safety Research (MSR)


    How do you win over backpacking and climbing purists who hate hype? Answer: with advertising and branding that speaks their language, without taking itself too seriously. For eight years with outdoor gear maker MSR, Camp Creative developed a look and voice to feature the company’s remarkable, uncompromising technical advances while also standing out in media and memory. We performed extensive qualitative and quantitative consumer research, redid the company’s logo and brand standards, refined messaging, focused media planning, worked trade shows, and helped MSR rise from relative obscurity to become the third-most-recognized brand in the outdoor category according to independent research by REI.