Columbia is one of the biggest players in the outdoor market. The had a trusted history in trail footwear, but they saw an opportunity beyond the trial with a new midsole technology. The job was to introduce their new line of boundary-breaking footwear and get people to rethink a brand with 80 years of history. The first step was to come up with a name. SH/FT was the answer, an option that nods to forward motion and the way the shoes allow people to effortlessly pivot from one activity to the next.

Building on that, we created a logo to illustrate the unexpected, dynamic nature of the footwear while providing a foundation for the larger visual identity. And we developed a campaign that spanned everything from print ads and social posts to videos, taking us from bustling city streets to pine-needle paths — and adding a compelling new chapter to the Columbia story.

Photography: Lauren Segal and Björn Soneson