Black and white outline of a person playing tennis with a racket and ball.
A mountaineer climbing a snow-covered mountain ridge with a large mountain peak in the background, under a blue sky with a weather drawing.
Yellow Outshine logo with bold black text.
Bold white text on black background reads, 'Turned Headline into Trailheads'.

Redefining a Mission & How to Accomplish It.

A major part of my role at Outside was bringing focus and clarity to what the Outside Inc. brand stood for, and how the 15+ acquired brands fit into the overall portfolio strategy. Once that was defined, my job was to bring it to life across the organization, from sales assets and consumer-facing activations to marketing campaigns, plus the brand book and guidelines that kept everything consistent.

A person inside a tent under a starry night sky near mountain peaks.

THE BRAND BOOK

A large mountain reflects in a calm body of water with trees and grass in the foreground, under a clear sky.
Person mountain biking on a trail through a dense forest with tall trees and fallen logs.
A graphic on the benefits of spending time in nature, with statistics highlighting how two hours per week in nature increases health and well-being, 30 minutes reduces blood pressure, 29 minutes increases productivity, and time in nature promotes pro-environmental behaviors and compassion for others, set against a background of a mountain landscape with trees and clouds.
A person lying on snow-covered ground in a mountainous area, making a snow angel, with a cloudy sky and trees in the background. Text overlay reads: 'Yet many still can't experience the magical benefits of getting outside.'
A woman sitting on a bed wearing virtual reality goggles, with digital overlay illustrations of a low battery icon and Wi-Fi signals, and a dark background with text about technology and screen time.
A woman lying on a couch reading her phone with a smaller person sitting next to her and also looking at a mobile device. The room has neutral colors, with a large window in the background.
A child looking at a smartphone with digital illustrations of warning signs around their head, contrasting with text emphasizing concern about screen time and health.
A scenic mountain landscape with snow-capped peaks, a forest, and a lake. Hand-drawn white text saying 'PEACE THROUGH PRACTICE' is visible next to a person meditating on a rock.

THAT IS WHY WE MADE IT OUR MISSION OF:

Yellow Outshine logo with black background.
Text that says 'Getting Everyone Outside' in large, bold, white letters on a black background.

You don’t have to be summiting a 14er or going on an epic bikepacking adventure or sending it up the nose of El Cap (unless that’s your thing). You just need to get outside. We want more people exploring parks, more people sleeping under the stars, more people wading in rivers and riding on dirt. We want more people to connect with nature in whatever way feels natural to them. As long as it’s not through a VR headset.

Black and white illustration of two cats facing each other with a paw print in the center
Text reading 'Living the Mission with Action' in bold, black letters.

Stole Big Tech’s Dopamine to Get People Outside

Big Tech rewards people with constant dopamine hits. Likes, hearts, smiley faces, and view counts keep people tied to screens. So we decided to steal this tactic and celebrate everyday cyclists outside time, with a big Tour De France style celebration flash mob, called FLASH FINISH.

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A collage of colorful passport-style cards titled 'Outerverse Passport,' featuring various outdoor landscapes including mountains, forests, lakes, and waterfalls, with icons of tents, campfires, trees, and rocks.

Launched an NFT Marketplace Designed to Make NFT fans, Outdoor Fans.

Jumped on the NFT bandwagon? Yup, because culturally it was exploding, and we saw this as an opportunity to get more people outside. Especially an audience that is glued to their screens indoors, crypto traders and NFT collectors. So we created OUTSIDE.IO, an NFT marketplace where all NFTs are designed to get people outside. With real-world perks embedded into all mints, we hoped to inspire them to get out.

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A man with long curly hair and a beard wearing glasses, a baseball cap, and a white T-shirt with a graphic of a hiker and the text 'Back Pack,' is standing outdoors near a body of water with trees in the background.

Launched a Merch Platform to Get People Outside

To get our brands into the minds and hearts of younger generations, we turned to fashion. With the Gorpcore trend in full effect, we launched Outside Outpost, a new ecommerce platform for limited-edition merch created with artists and brand partners. Drops ranged from a Gramicci collaboration benefiting the Access Fund, to Aaron Draplin capsules, to reissues of nostalgic designs.

VISIT THE OUTPOST
A woman in outdoor gear helping a young man in a camping chair with climbing harnesses, next to an open vehicle with supplies, outdoors in a forested area.
A woman in outdoor gear with a harness, standing on a rocky trail in a forest, adjusting her arm.
A blue and white rugby shirt with black and yellow stripes hanging on a purple rope tied around a rock formation.
Person with curly red hair wearing a white T-shirt with 'Dirtbag Life' printed on the back, climbing outdoors on a rocky surface.
Back of a person wearing a white t-shirt with colorful graphic design of a figure climbing a mountain, with the text "GRAIMCI" and other text related to an anniversary. The person's hair is light-colored and curly, and they are behind shelves with wood logs in a lumber or woodworking shop.
An older man with a white beard and mustache, wearing a black baseball cap and a white T-shirt with a pizza logo, holding a pizza topped with green olives, in a restaurant kitchen with other staff in the background.
Stacks of pizza boxes with different designs, some labeled for a 40 year anniversary and others handwritten by Miguel, with illustrations of a climbing woman on some.
Colorful printed sheet with a cartoon illustration of a large smiling face with long yellow hair and two big eyes. The drawing includes a small character dressed as a martial artist in a white gi and red belt climbing a black ladder or bars. The sheet has text that reads "Miques" at the top and "Climbing x Gramici" at the bottom, along with some smaller text about limited edition print.
A brown shirt featuring a chest pocket with a yellow tag labeled 'Outside' and black text reading 'Off_Grid' above the pocket.
A graphic illustration of mountains, trees, a tent, and a campfire with the text 'Get Outside' at the top.
A stylized illustration of mountains, a tent, the sun, and a campfire with the text 'Get Outside' at the top.

Launched a Single Content Subscription to Inspire People to Get Outside.

With 15+ iconic outdoor publications under one roof, the goal was to inspire people to get outside and discover new activities. While I didn’t create the Outside+ content subscription, it was my role to align it to our strategy, unify the creative across brands, and build awareness to drive growth.

VIEW OUTSIDE+
An illustration of various types of musical instruments, including a guitar, keyboard, drums, and saxophone, arranged creatively on a black background.
Yellow and black text reading 'outside' with the letters stacked and enlarged.
Bold black text on a white background reads: 'Portfolio brands played a crucial role in the mission'.
Cans of a cola-flavored flat soda called Flada, featuring a graphic of a bearded man with long hair, a bandana, sunglasses, and a sleeveless shirt, surrounded by ice.

Made a Runner Hack Shelf-Ready

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Two women with curly hair lying on their backs, smiling, with one dressed in colorful athletic wear and the other in casual clothing, surrounded by bright, vibrant colors.

A Film & Gallery Honoring the Female Lens on Cycling

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