Herschel Supply

Positioning & Seasonal Campaign Direction

In a creative partnership with Herschel's internal team, I supported their brand strategy by developing a distinct approach to seasonal versus product campaigns and a go-to-market strategy (drops and partnerships). A fresh take on everyone’s favourite backpack, I repositioned Herschel’s PNW roots: moving them out of the forest and into the world. Tapping into transformative travel, we explored the trip itself. How? Each season we discovered a new city with soul and a neighbourhood with community to tell stories about stepping outside and connecting to culture.