Arc’Teryx is a high-end outdoors brand born in the Coast Mountains of western Canada. And the Coast Mountains inform everything they do as a brand, inside and out—something they lovingly call the “Coast Mountain Effect”
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We were tasked with giving the Coast Mountain Effect meaning and differentiation that would resonate with
their committed mountain athlete community, and beyond.
Once we felt the Coast Mountain Effect was understood and articulated through a brand manifesto,
we began the (incredibly fun and awe-inspiring) process of writing to each peak of our messaging chain.
