Solidarity of Unbridled Labor reached out to me based upon my experience understanding cultural microcosms and communities based around active and creative lives. My footwear experience probably helped too. Black Diamond is a top notch hardware company dedicated to the sport and practice of climbing. They were expanding into a new category and needed a strategy for how to capitalize onopportunities while remaining true to the brand. We created a strategy based around a unique selling proposition we derived from consumer insights. The USP lead to a look, feel and tone of voice. We developed a photo treatment for product, ambassador portraits and action photography to unite the campaign and leveraged it into digital, print and experiential use.
