Alex led the 2018 rebrand for the venerable outdoor company, which had lost its way among the discount racks. With a renewed emphasis on authenticity, technical performance and personalization, Marmot was ready to head back up the mountain. Alex and Camp4 strategist collaborator, Ben Peters, led internal workshops with the Marmot team, created a new photography guide, additional type and color palette offerings, and all new audience personas and brand messaging. Rather than a dated and shiny booklet, the new brand guide took the form of an oversized quarterly rag. At the annual global sales conference, Alex and Marmot’s then president, Joe Flannery,  presented the new brand together on stage to over 300 sales reps, then worked in breakout sessions to further explore how the new brand would play out for retailers.