Orvis
Art Direction & Design
Strategy, Messaging, Digital, Print, OOH

Founded in 1856, Orvis is an American family-owned company headquartered in Manchester, Vermont. They are a multi-channel retailer specializing in fly-fishing, outdoor apparel and adventure travel. Orvis was looking to update perceptions with a branding campaign to drive growth, awareness, traffic and consumer engagement. While telling a soulful story that captured and communicated the essence and authenticity of the Orvis brand.

Our concept was to show and tell engaging and aspirational stories about real people who wear Orvis. Showing an age spectrum, engaging in various degrees of outdoor activity. Through a range of stories, we’d reveal the depth of the brand's offerings and broaden the brand's appeal. We ended up choosing to build creative around three types of stories: customer stories, product stories and conservation stories.