In the fall of 2015 Backcountry launched their vertical brand, Basin + Range. I led the brands art direction from the start, developing spring/summer and fall/winter campaigns for two years. Basin + Range is a casual brand for mountain dwellers, combining technical features with the laid back fabrics you'd come to expect in mountain towns.
For the SS launch in 2016 we headed south on a road trip of Utah, escaping the cold and mud of shoulder season, to welcome in spring. Developing this shoot, we wanted to show our clothing in our natural habitats, so we did exactly what we did every weekend at Backcountry - live in the outdoors with our friends.
Backcountry is located in Park City, UT, so our knowledge of southern Utah is high. We laid out a map and planned a road trip of our favorite spots - landing on climbing, hiking and camping. We invited along fellow employees that lived the Basin + Range brand lifestyle everyday. For this shoot we wanted to bring out the spring colors of southern Utah, as they reflected our clothing color perfectly. Off we go!
With our assets captured, we built out site promotions, social posts, email blasts, retail fixtures, and influencer gift bags. When we launched this collection, it was the largest revenue day for a vertical brand in Backcountry's history, securing Basin + Range a place along side the industries bast brands on Backcountry.com