Two Things | Arc’teryx | No Wasted Days | Guiding the Arc’teryx strategy, investment and operations for their first global, integrated marketing effort. Client // Arc'Teryx Assignment: Brand Strategy · GTM Strategy · Global Campaign · Marketing Systems · Campaign Architecture · Budgeting · Insights & Measurement Fuel to power the brand over $1B and beyond The North Face is legend in the outdoor adventure space. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. The Challenge In 2022, Arc’teryx was preparing to launch its footwear category—a pivotal moment for any outdoor brand. Despite elite products and a devoted fan base, the brand remained niche. Premium pricing was justified by performance, but not widely understood. The internal marketing team, built around product storytelling, needed a new playbook to grow globally without losing credibility with the insiders who made Arc’teryx iconic. The Insight Consumers didn’t see the difference—“Gore-Tex is Gore-Tex, right?”—revealing a gap between technical superiority and perceived value. We uncovered a deeper truth fueling the brand’s most passionate users: Arc’teryx isn’t just gear. It’s a belief in living with no wasted days. This emotional platform unlocked a broader audience while strengthening the brand’s core. What We Did Two Things partnered across strategy, creative, and organizational design to build Arc’teryx’s first global brand and marketing engine. Developed a global brand platform and positioning Built the campaign architecture, messaging system, and channel strategy Designed membership experiences to be realized through app ecosystem and physical stores Designed measurement and analytics frameworks and KPI’s Delivered budgeting strategy and production planning Advised on marketing organization structure and onboarded new hires as the team scaled The work established not just a campaign, but a repeatable, scalable marketing system for ongoing global growth. RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS No Wasted Days launched in October 2023 and reintroduced Arc’teryx to the world with a message that was both expansive and deeply authentic. Reintroduced Arc’teryx to the world with No Wasted Days (Oct 2023), delivering a message that was expansive, culturally resonant, and unmistakably authentic. Fueled historic growth, helping propel the brand from $941.2M at launch past $1B for the first time , and on to $1.2B+ by the end of 2024. Built the engine for scale, establishing the strategic and operational foundation that continues to power Arc’teryx’s global marketing today. No Wasted Days launched in October 2023 and reintroduced Arc’teryx to the world with a message that was both expansive and deeply authentic. Reintroduced Arc’teryx to the world with No Wasted Days (Oct 2023), delivering a message that was expansive, culturally resonant, and unmistakably authentic. Fueled historic growth, helping propel the brand from $941.2M at launch past $1B for the first time , and on to $1.2B+ by the end of 2024. Built the engine for scale, establishing the strategic and operational foundation that continues to power Arc’teryx’s global marketing today. These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.

As an alternative to a traditional advertising agency, we take on brand transformation with the goal of improving marketing impact through robust strategy. What it’s like to work with us What it’s like to work with us One We use creativity as a growth engine. We bring creativity back upstream —where it belongs—as a catalyst for change. It’s how we create strategy with soul, and products that feel both inevitable and new. What it’s like to work with us Foundational Creative Strategy Strategy Sprint 4 Weeks Opportunity Mapping Deliverable: Brand Audit, Product/Category/Cultural Research Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. I. Insights + Creative Territories Deliverable: Presentation with findings and recommendations Creative Territory Refinement Deliverable: Revisions to Creative Territories based on feedback, Design Challenge Briefs to guide work, Recommended path forward II. III. Creative Strategy, Concepts + Rollout Comprehensive Project 12–14 Weeks Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations III. II. I. Strategy + Creative Partnership Custom Retainer 6–12 Months Opportunity Mapping Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. Insights + Creative Territories Creative Territory Refinement III. II. I. Timelines can be customized to clients needs and additional workload can be absorbed by dedicated team assigned to client’s business. Monthly Work-Plan Alignment with senior stakeholders to calibrate work to client's business. Custom Retainer option for more complex assignments. Two Things will generally follow its process working systematically through: Executional Advisory Strategy Sprint 4+ Month Commitment Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team Strategic Advisory Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Month-to-Month or Quarterly Advisory Formats Executional Advisory Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team Strategic Advisory Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Custom Retainer Strategy + Creative Partnership 6–12 Months ↗ Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs ↗ Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations ↗ Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Strategy Sprint Foundational Creative Strategy 4 Weeks ↗ Opportunity Mapping Deliverable: Brand Audit, Product/Category/Cultural Research ↗ Insights + Creative Territories Deliverable: Presentation with findings and recommendations ↗ Creative Territory Refinement Deliverable: Revisions to Creative Territories based on feedback, Design Challenge Briefs to guide work, Recommended path forward Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. Comprehensive Project Creative Strategy, Concepts + Rollout 12–14 Weeks ↗ Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs ↗ Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations ↗ Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Two We collide perspectives to create new ones. We work at the powerful intersection of strategy and design, business and brand, internal knowledge and external perspective. This is where insights collide, disciplines blend, and new possibilities emerge. Three We hunt for the roadblocks. Organizations don’t set out to hinder progress, but culture, structure, and process often do. We surface the obstacles unique to each company early and design around them—so bold opportunities launch in market, not die in decks. Four We build from the inside out. We roll up our sleeves to build alongside you—operating like an early-stage strike team to prototype, pressure-test, and launch new products. Five We make ourselves obsolete. We're in the evolution business, not the maintenance business. Our job is to set the conditions for success, strengthen your team through lived experience, and then hand your team the baton to the future. Ways we can work together Ways we can work together Strategic Discovery Innovation Roadmap 1 month Strategy
 Internal Audit Ambitions + Hypotheses
 Brand + Product Research (existing) External Audit Category Research (secondary) Culture Research (secondary) Opportunity Assessment
 Findings + Indications Opportunity Thesis Opportunity Territories Comprehensive Project Foundational Design 4–6 months Strategy Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design Product Exploration Product Concepts Product Prototyping Product Design Product Vision + Roadmap Implementation Operations Organizational Design Recommendation Production Recommendation Go-To-Market Planning Rollout Recommendation Channel Recommendation Iterative Retainer Incubation Program 6–12 month cycles Strategy
 Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design
 Product Exploration Product Concepts Iterative Co-Creation Product Design Product Vision + Roadmap Prototype(s) Iterative Co-Creation Validation Implementation Operations New Teams + Capabilities Go-To-Market Strategy Launch Vision + Roadmap Advisory Strategic
Advisory Monthly or quarterly Two Things can engage as a strategic advisor to leaders and/or leadership teams such as BoD or Steering Committee. In this capacity Two Things provides strategic expertise on a focused set of innovation topics over time. Two Things can guide implementation and optimization of growth strategies to leaders tasked with driving innovation. Sample Advisory engagements include: Innovation Strategies Team Evaluations and Recommendations Organizational Design Curation of Vendor Rosters Performance Benchmarking Audits and Analysis Ways we can work together Strategic Discovery Innovation Roadmap 1 month Strategy
 Internal Audit Ambitions + Hypotheses
 Brand + Product Research (existing) External Audit Category Research (secondary) Culture Research (secondary) Opportunity Assessment
 Findings + Indications Opportunity Thesis Opportunity Territories Comprehensive Project Foundational Design 4–6 months Strategy Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design Product Exploration Product Concepts Product Prototyping Product Design Product Vision + Roadmap Implementation Operations Organizational Design Recommendation Production Recommendation Go-To-Market Planning Rollout Recommendation Channel Recommendation Iterative Retainer Incubation Program 6–12 month cycles Strategy
 Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design
 Product Exploration Product Concepts Iterative Co-Creation Product Design Product Vision + Roadmap Prototype(s) Iterative Co-Creation Validation Implementation Operations New Teams + Capabilities Go-To-Market Strategy Launch Vision + Roadmap Advisory Strategic
 Advisory Monthly or quarterly Two Things can engage as a strategic advisor to leaders and/or leadership teams such as BoD or Steering Committee. In this capacity Two Things provides strategic expertise on a focused set of innovation topics over time. Two Things can guide implementation and optimization of growth strategies to leaders tasked with driving innovation. Sample Advisory engagements include: Innovation Strategies Team Evaluations and Recommendations Organizational Design Curation of Vendor Rosters Performance Benchmarking Audits and Analysis Looking to partner with us? start a conversation → Opportunity Assessment Findings + Indications Opportunity Thesis Opportunity Territories 3. External Audit Category Research (secondary) Culture Research (secondary) 2. Internal Audit Ambitions + Hypotheses Brand + Product Research 1. 1 month Innovation Roadmap Strategic Discovery Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. I. Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations III. Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations II. Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs 4–6 months Foundational Design Comprehensive Project Dedicated Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (assigned based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership team. I. III. II. Comms Strategy and Pre-Production Concept Development Creative Strategy Development Custom Retainer option for more complex assignments. Two Things will generally follow its process working systematically through: Timelines can be customized to clients needs and additional workload can be absorbed by dedicated team assigned to client’s business. Monthly Work-Plan Alignment with senior stakeholders to calibrate work to client's business. 6–12 Months Strategy + Creative Partnership Custom Retainer Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team 4+ Month Commitment Executional Advisory Advisory Formats Monthly or Quarterly Strategic Advisory

Two Things | POV | If you want to make an impact, you start with the strategy and then build the team to execute (not the other way around). Two Non-negotiables: Two Non-negotiables: One Structure should follow strategy. Always. Breakthrough ideas don't start with execution. They start with clarity—defining where to play, what to build, and why it matters. Strategy sets the foundation, and design makes it real. You need both. 1 Powerful insights that define where to explore and what to build 2 Bold products and services designed to move business and culture forward 3 Custom systems that generate maximum impact internally and externally 1 Powerful insights that define where to explore and what to build 2 Bold products and services designed to move business and culture forward 3 Custom systems that generate maximum impact internally and externally Two Speed and substance. Always. The saying goes you can only pick two: good, fast, or cheap. We agree. But if you want to escape business-as-usual, there's only one correct combination: good and fast. Substance creates impact. Speed creates advantage. Together, they create breakthrough. Powerful insights that define where to explore and what to build 1 2 Bold products and services designed to move business and culture forward 3 Custom systems that generate maximum impact internally and externally Looking to partner with us? start a conversation → Two Speed and substance. Always. The saying goes you can only pick two: good, fast, or cheap. We agree. But if you want to escape business-as-usual, there's only one correct combination: good and fast. Substance creates impact. Speed creates advantage. Together, they create breakthrough.

Two Things | The North Face | Vectiv | From brand strategy to go-to-market planning see how we oversaw the global launch of TNF’s first footwear platform. Client // The North Face: Vectiv Assignment: Brand Strategy · Brand Architecture & Systems · Digital Experience · Marketing Process · Toolkits and Process, Measurement and Analytics Using a critical product launch to create a community powered playbook For years, The North Face has led the charge of peak athleticism in the outdoors. The Challenge In September 2021, The North Face came to us with a high-stakes proposition: their first-ever premium footwear platform—Vectiv—was ready to launch, but the go-to-market strategy wasn’t. The world was in a shutdown due to the pandemic and TNF needed more than a product story. They needed a brand-defining launch that brought digital to the center, not the sidelines. The internal team had executional horsepower—from elite athletes breaking FKTs in prototype Vectiv shoes to global partners and a budding in-house creative team. But they lacked a unified idea, an integrated playbook, and leadership to coherently connect local markets, global teams, and digital experience into a single, powerful launch. The Insight The proof of performance was clear: elite athletes were shattering records in Vectiv prototypes. While the rest of the world was in lock-down we needed to share this feeling: the explosive, exponential feeling of pushing your limits-with a much wider audience. What We Did We developed a narrative platform: Go Further as with an experiential platform at its center. Further Together—a global, digital-first ecosystem partnership between The North Face and Strava that transformed a product drop into a community-led brand experience. Defined brand architecture, messaging, and campaign system Built a global digital experience Created a consistent global visual language Delivered channel-specific playbooks Designed workflows and processes Orchestrated global teams Documented to form a toolkit for future launches. The Result The launch didn’t just introduce a product—it introduced a new way for TNF to build community, tell stories, and activate digital at scale. Further Together turned the Vectiv launch into a global movement. 523K+ sign-ups in the first month alone 37MM+ miles recorded across the world 80% participation rate 57K+ Strava community growth within first month 136MM+ impressions 24% revenue growth vs the previous period for trail category US playbook exported globally Elite athletes regularly beat FKTs (fastest known times) on a variety of trails using prototypes proving the unique value of the product. Now that we had our wayfinding, the next hurdle was execution. With the COVID-19 pandemic still raging around the globe, how could we drive trial and buzz when all trail races, events, and outdoor gatherings were canceled? Enter Further Together. As a direct reflection to the campaign, our internal work flow emphasizes collaboration and building tools for TNF to use across all of their channels and countries. The collaborative concepts resulted in strong brand messaging, positioning toolkits, photography guidelines, motion graphics, and videography for TNF’s global marketing teams to leverage again and again.

Two Things | Visit Sun Valley | Stay Sunny | Evolving an organization from brand awareness to lifecycle marketing. Discover how we shaped tourism and engagement. Client // Visit Sun Valley Assignment: Brand Strategy · Board Advisory · Go-To-Market Definition · Campaign Production & Staffing · Measurement Strategy & Metrics Evolving a destination brand to meet the demands of a new era The Challenge Sun Valley, Idaho is one of the most breathtaking places in the world—but for decades, it flew under the radar. Then the pandemic hit. Almost overnight, the quiet mountain town became a magnet for travelers, second-home seekers, and remote workers. Tourism surged far faster than infrastructure, local businesses, or municipal systems could keep pace. The Destination Marketing Organization (DMO) faced a fundamental identity crisis. Their long-standing mission of awareness and demand generation was suddenly at odds with the community’s reality. They needed a new mandate—one focused on balance, sustainability, visitor education, and long-term value, not simply volume. We started with a simple call-to-action (STAY SUNNY) that reflected the optimistic spirit of the Valley. But we also needed a voice that, like the locals, felt honest and to the point. Conceptually, we thought of it as a secret society that anyone could be a part of (assuming they were kind and respectful). The Insight Sun Valley didn’t just need more visitors; it needed the right visitors—those who would respect the community, stay longer, return often, and contribute meaningfully to the local economy. This required a shift from traditional tourism marketing to lifecycle marketing: engaging audiences before, during, and after their visit, aligning resident and visitor needs, and creating a brand voice that could flex between demand generation and destination management. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was. RESULTS RESULTS While the work was less about immediate performance metrics and more about long-term sustainability, the results were transformative: 360° Sun Valley’s DMO evolved from a traditional tourism bureau into a 360° destination management and marketing organization Stakeholders across municipalities, businesses, and the state aligned under a shared mission and shared language The new measurement model gave leaders unprecedented clarity into value, cost, and impact The organization gained the systems, partners, and strategic guidance necessary to adapt in real time to fluctuating tourism patterns While the work was less about immediate performance metrics and more about long-term sustainability, the results were transformative: 360° Sun Valley’s DMO evolved from a traditional tourism bureau into a 360° destination management and marketing organization Stakeholders across municipalities, businesses, and the state aligned under a shared mission and shared language The new measurement model gave leaders unprecedented clarity into value, cost, and impact The organization gained the systems, partners, and strategic guidance necessary to adapt in real time to fluctuating tourism patterns What We Did Two Things partnered with the DMO’s Board of Directors, Executive Team, and regional stakeholders to redefine the purpose, structure, and strategy of the organization. 1. Reframed the Mission & Go-To-Market Strategy Shifted the DMO from demand-only marketing to a holistic lifecycle model Engaged five municipalities, the State of Idaho, Sun Valley Resort, and local businesses to align on a unified strategy Built a flexible go-to-market approach capable of toggling between destination management and demand generation based on seasonal and economic needs 2. Created a New Brand Platform We developed Stay Sunny —a brand voice, mobile applications and activation strategy that worked in two directions: Locally: addressing pain points, educating visitors, and supporting community needs Externally: driving awareness and demand when appropriate 3. Designed the Operating System Behind the Brand Built a new roster of creative and production partners to execute ongoing campaigns Developed a CAC/LTV model to quantify the full value of visitors, improve budgeting, and increase transparency with stakeholders Established measurement systems and reporting frameworks to continually optimize marketing investment 4. Provided Ongoing Strategic Advisory As Sun Valley navigated rapid and ongoing change, we advised the Board and leadership to continually refine tactics, rebalance priorities, and evolve the campaign as real-world conditions shifted Each creative piece was informed by what we call a pain point, i.e., specific time or place where tourists were being insufferable. We wrote lines (or messages) encouraging them to stop. But took care not to castigate them. That just felt mean. Humor, we learned, was the most effective way of connecting with others (whether they're locals or not). Around town our voice shifted depending on where you were and what offense (if any) was being committed. So, for example, as people entered town, we welcomed them with a wave and a smile. Alternatively, when people were being jerks on the bike trail, we gave them the business. To date, virtually every piece of communication has been delivered through non-traditional media, i.e., chalked sidewalks, construction site plywood, murals, bumper stickers, viewfinders. The medium truly has been the message. The money saved from not doing a traditional media buy has freed us up to do more local collabs and to execute all production locally. Every execution supports the local community in some way.

Two Things | Brookfield Properties | The Wishing Forest The Insight Our process begins with a structured exploration of Category, Culture, and Product. For Brookfield, this lens revealed a key truth: while malls have traditionally focused on transactions, consumers increasingly seek connection, play, and meaningful shared experiences. The design challenge sharpened into a tension: How do we create holiday experiences that feel inclusive and modern—engaging visitors of all ages, backgrounds, and abilities—without alienating holiday traditionalists? The answer lay in the emotional universals that define the season: Magic, Connection, Tradition, and Peace. These territories became the foundation of a scalable design system. What We Did Two Things partnered across strategy, design, prototyping, and production to build a repeatable experience framework for Brookfield’s properties. We established guardrails for scalable, measurable programs. We developed concepts that embodied universal emotional territories. We prototyped analog surfaces enhanced by technology. We launched a real-world pilot and scaled it nationally. The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 85% 85% of guests rated the experience as “unique”. 90% 90% indicated they were highly likely to return the following year. Despite being a pilot, the experience generated industry attention and organic consumer buzz.
Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. Despite being a pilot, the experience generated industry attention and organic consumer buzz.
Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. 90% 90% indicated they were highly likely to return the following year The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. RESULTS The launch didn’t just introduce a product—it introduced a new way for TNF to build community, tell stories, and activate digital at scale. Further Together turned the Vectiv launch into a global movement. The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 85% 85% of guests rated the experience as “unique”. 90% 90% indicated they were highly likely to return the following year. Despite being a pilot, the experience generated industry attention and organic consumer buzz.
Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. The work reframed how Pernod Ricard’s teams think about consumer connection—proving that meaningful engagement is possible even without DTC. Key outcomes included: The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 85% A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 90% 90% indicated they were highly likely to return the following year 85% of guests rated the experience as “unique” 85% RESULTS But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. Client // Brookfield Properties Assignment: Innovation Strategy · Design Strategy · Concept Development · Prototyping · Experience Design · Production Oversight · Measurement Framework · Go-To-Market Strategy Building a B2C framework and platform for a B2B centric marketing team The North Face is legend in the outdoor adventure space. Earned Media & Buzz Despite being a pilot, the experience generated industry attention and organic consumer buzz. Reactions ranged from “interactive decorations” to “makes you enjoy the season even more.” Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. The Challenge Brookfield Properties approached us with a critical mandate: modernize their consumer experience and create an innovative, interactive model that could drive foot traffic, generate buzz, and scale across their national portfolio. The first test would come fast—a holiday-season pilot—while the larger ambition was clear: Design a year-round, nationwide engagement system that strengthens consumer relationships, not just seasonal visitation. Press What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.

Two Things | The North Face | Discover Your Trail | Developing a strategy to get the next generation to [start to] Never Stop Exploring. Client // The North Face: Discover Your Trail Assignment: Research & Insights · Marketing Strategy · Integrated Campaign Architecture · Creative Process · Production Oversight · Roster Building A reframing of who the outdoors is for—and the definition of a trail athlete Following the Vectiv Launch, TNF gave us a much more profound challenge. The brief was simple and cut to the heart of their business: Their core buying customer was at least a decade older than their marketing target and not very diverse. The North Face is legend in the outdoor adventure space. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. We set out to speak to the next generation to understand why. What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. The Challenge After Vectiv’s success, TNF brought us a far deeper challenge: The core customer was aging out—and their audience no longer reflected their ambition or the diversity of the world they serve. The North Face is a legend in outdoor culture, but the athlete-hero storytelling they pioneered had become less ownable, less relevant, and less representative of the next generation’s relationship to the outdoors. TNF needed a way to speak to this new audience authentically—not performatively. The Insight Through research and direct engagement with Next Gen consumers, we uncovered a new truth about trail culture: There is a trail for everyone. And the next generation experiences trail not as conquest, but as connection—to themselves, their communities, and the outdoors. Their motivations were emotional, not extreme. Wholeness over hardship. Humanity over heroics. This unlocked a seismic shift in how TNF could define “athlete,” “trail,” and “adventure.” Next Gen's love of trail differed greatly from past motivations. There was very little talk of testing limits or overcoming adversity. Instead, it was more about the trail making them feel whole and human. With the work, we wanted to tell real stories about real athletes. But, in the process, broaden the definition of what it means to be an outdoor athlete. So we focused our narrative lens on trail lovers that advertisers typically ignore: hike clubs, people of color, underrepresented communities, and people with different body types. What We Did We built Discover Your Trail —a brand platform and integrated campaign that reframed who belongs on the trail and expanded the definition of what it means to be an outdoor athlete. Established the marketing strategy and foundational insight Built cross-functional briefs linking campaign, experiential, partnerships, and sponsorships Evolved the creative process to give internal teams permission to challenge norms Directed production and established a diverse new creative roster Focused storytelling on communities advertisers often ignore: hike clubs people of color underrepresented groups broader body types everyday trail lovers Just as importantly, we built the internal scaffolding—systems, workflows, and processes—that made this reframing operational and repeatable. The Result Discover Your Trail became a turning point in how TNF speaks to the world—and who the world sees in TNF. In the first half of FY23, The North Face revenue grew ~15% Combined with Vectiv, these efforts contributed to a continued upward trajectory from 2022 through 2023 TNF expanded its audience, its cultural relevance, and its internal marketing maturity The brand gained a repeatable framework for inclusive storytelling and next-generation engagement

Download the white paper "The Business of Belonging" and explore how fandom can drive real brand growth. The North Face is legend in the outdoor adventure space. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. Inside the Business of Belonging Download the white paper and explore how fandom can drive real brand growth. Download These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.

Internal Agency + External Agency and the work still needs work. Paying 2X and Getting Less Than ½ By Paulo Ribeiro Internal Agency + External Agency and the work still needs work. Why do many clients literally pay TWICE for creative marketing that should be provocative and effective but is often uninspired and category-generic? It is rare to find a client side marketing team that doesn’t have internal creative staffing. At the same time most of those companies ALSO pay for new ideas or execution from an outside agency. Bean counters would expect that double the resources should create at least double the benefit. But the opposite is more often true. 3 REASONS YOUR CREATIVE ISN'T THAT CREATIVE A Tired Brief A business goal is a business goal. An inspiring creative brief that is going to lead to interesting, novel ideas that deliver on that business goal is a totally different thing. So many internal creative teams are briefed on business goals like: “We need people to understand our new technology. So let’s tell them about it.” And that habit extends to the brief that they deliver to the outside agency. This kind of brief hampers thinking right from the jump. A powerful creative brief is built on TENSIONS. Unresolved and contrasting issues give creative people space to play. Things like: The disconnect between a brand that is all about travel and exploration but constantly showcases its home turf. Or a brand built on the notion of innovation when the bulk of its sales come from a single product. Or the desire to build community while bots are plucking up all the limited edition drops. Yes these are real examples which is why they are so specific. Unpacking a very specific problem and then asking creative teams to solve for them is guaranteed to deliver ideas that at the very least don’t look, feel and sound like what your competitor is doing. An uncomfortable truth: your marketing challenges almost exactly match your competitors’. Every footwear company is working on the same problems: fit, traction, cushioning… This consistency of marketing challenge is true in most established consumer categories. It just is. To break through, you’ve got to solve for those challenges in a differentiated way. Leaning into unresolved tension is the best starting point to unlock a breakthrough. Not Enough Contrast in the Team Internal agencies don’t cut costs, but they institutionalize critical product expertise and this tradeoff is worth it. BUT, these internal teams are often made up of the brand’s hardcore fans. And this leads to organizations filled with people that have the same deep, but narrow worldviews values and ideas. They are too close to the thing to have unique or divergent ideas. The formula for interesting ideas in terms of staffing is that you need contrasts in all the ways. Different backgrounds, skill sets, interests and then you mash these people up because they will challenge one another and build different kinds of ideas, tools and stories. Blurred Lines This is the big one. Great creative talent is great creative talent. It’s real and let’s just call that a given. Some people are significantly better at creative ideas than others. But this is also true. The way to get to breakthrough creative ideas isn’t by having a single expert develop the one idea. It is…. By having many ideas. Great ideas are developed by generating tons of ideas and throwing away most of them. Every great creative director, inventor or storyteller will explain this in their own way. Ok, so what does this have to do with this post? back to insights → There is a proven setup that enables this to happen. A team of idea generators and a smaller group (sometimes just a single Creative Director) to edit and shape the best work from the options on the table. And when there are no good ideas on the table to redirect the idea generators. This is a solved problem! It has been solved for literally hundreds of years. Renaissance masters used this setup in their workshops, The editorial department of every great magazine did. Film studios have always sourced script ideas this way. From Pixar to Wieden+Kennedy to Lego the organizations that consistently spit out novel ideas use a version of this system. But a funny thing can happen when agency teams and client-side creatives mix and no one addresses the question. Who is generating and who is shaping? This shouldn’t be a controversy or uncomfortable discussion but if it doesn’t happen early it ends up being uncomfortable and often political. And the work suffers. It can work to mix teams from the agency and client side or have them each play a specific role. But it is critical that the person or team doing the creative directing is assigned and that it is assigned to people with the experience to do that. Too often hierarchy between the buyer and seller gets in the way of the buyer getting what they paid for. It’s ok to let the agency do the creative direction if they are best equipped to do it. It’s also ok for an internal creative director to do it. But have this conversation and have it early. There might be other reasons for stale marketing when there is serious investment being made but these stand out to us. While the playing field has shifted, the rules of the game haven’t. There are ways to make sure you get a solid return on your marketing investment. It's a simple conversation if you have it early. Two things that sum up what we are talking about. “You’ll never stumble upon the unexpected if you stick only to the familiar.” “When it comes to creative endeavors, the concept of zero failures is worse than useless. It’s counterproductive.” Ed Catmull, Creativity Inc

Weekly blog articles about strategy, brand transformation, and creative insights across the outdoors and active lifestyle markets. Sign up to receive today! Insights Insight Two Things is Doubling Down Our approach to brand transformation has worked in multiple categories but, we are choosing to focus primarily on the active lifestyle space and audience. Insight Your Brand's History is NOT Your Brand Strategy Why your brand’s past is not what your customers today care about. Insight What Can the Active Lifestyle Industry Learn from Silicon Valley? What does startup land have to teach brands way over in the active lifestyle space? Not everything. Not even most things, but there are a few really powerful ideas that if applied correctly can help a sleepy brand wake the hell up. Insight Brand X's and O's X marks the unforced error for Twitter. And, what can we learn from it? Insight The Urban/Rural Boundary is the Opportunity Cities hold a key to unlock the outdoors. Why is this massive opportunity so often ignored? Insight Include the Critics, Naysayers, and Roadblocks in the Process Why it never works to build a marketing strategy and get other departments to buy-in later. Insight The Terrain is Unsettled and Varied Generating smart ideas is *not* the hardest part of developing effective work. Subscribe to our newsletter ↗ subscribe ↗ Lessons, Tools, Tips and a few rants on creativity and marketing in the active lifestyle space* *What the hell do we mean by “active lifestyle”? We are talking about brands in the outdoor, sports, sports lifestyle and adventure travel business whether they make equipment, apparel or experiences for people to connect IRL move and explore the world. Brands that serve the active lifestyle market generally have a strong sense of purpose and an engaged community of customers. Their employees are also often a real community of like minded people. They are more likely to balance purpose and corporate social responsibility in the core of their operations than many other business categories. Subscribe to our newsletter ↗ subscribe ↗ Thanks for subscribing! Lessons, Tools, Tips and a few rants on creativity and marketing in the active lifestyle space* *What the hell do we mean by “active lifestyle”? We are talking about brands in the outdoor, sports and sports lifestyle business whether they make equipment, apparel or experiences for people to connect IRL move and explore the world. Brands that serve the active lifestyle market generally have a strong sense of purpose and an engaged community of customers. Their employees are also often a real community of like minded people. They are more likely to balance purpose and corporate social responsibility in the core of their operations than many other business categories. Subscribe to our newsletter ↗ subscribe ↗ Thanks for subscribing! Lessons, Tools, Tips and a few rants on creativity and marketing in the active lifestyle space* *What the hell do we mean by “active lifestyle”? We are talking about brands in the outdoor, sports, sports lifestyle and adventure travel business whether they make equipment, apparel or experiences for people to connect IRL move and explore the world. Brands that serve the active lifestyle market generally have a strong sense of purpose and an engaged community of customers. Their employees are also often a real community of like minded people. They are more likely to balance purpose and corporate social responsibility in the core of their operations than many other business categories.

Two Things is a studio for business evolution | We help companies design bold new products, and build the internal systems needed to scale them with speed. An incubation studio for business evolution Most businesses know what they are. Some see what they can become. Few can break out of business-as-usual. We partner with leaders who are ready to think big and move fast but are held back by the inertia of complex organizations. Working from within, we surface market opportunity, design bold new products and services, and build the internal systems needed to scale them with speed. Select Clients Plenty Building a product from trial through membership View case study The North Face: Discover Your Trail Engaging the next generation View case study Arc'Teryx Launching a new category View case study Select Clients Arc'Teryx Launching a new category View case study The North Face: Discover Your Trail Engaging the next generation View case study Plenty Building a product from trial through membership View case study Looking to partner with us? start a conversation →

Two Things | The North Face | Discover Your Trail | Developing a strategy to get the next generation to [start to] Never Stop Exploring. Client // The North Face: Discover Your Trail Assignment: Research & Insights · Marketing Strategy · Integrated Campaign Architecture · Creative Process · Production Oversight · Roster Building A reframing of who the outdoors is for—and the definition of a trail athlete Next Gen's love of trail differed greatly from past motivations. There was very little talk of testing limits or overcoming adversity. Instead, it was more about the trail making them feel whole and human. With the work, we wanted to tell real stories about real athletes. But, in the process, broaden the definition of what it means to be an outdoor athlete. So we focused our narrative lens on trail lovers that advertisers typically ignore: hike clubs, people of color, underrepresented communities, and people with different body types. What We Did We built Discover Your Trail —a brand platform and integrated campaign that reframed who belongs on the trail and expanded the definition of what it means to be an outdoor athlete. Established the marketing strategy and foundational insight Built cross-functional briefs linking campaign, experiential, partnerships, and sponsorships Evolved the creative process to give internal teams permission to challenge norms Directed production and established a diverse new creative roster Focused storytelling on communities advertisers often ignore: hike clubs people of color underrepresented groups broader body types everyday trail lovers Just as importantly, we built the internal scaffolding—systems, workflows, and processes—that made this reframing operational and repeatable. RESULTS Discover Your Trail became a turning point in how TNF speaks to the world—and how the world sees in TNF. 15% In the first half of FY23, The North Face revenue grew 15% Combined with Vectiv, these efforts contributed to a continued upward trajectory from 2022 through 2023 TNF expanded its audience, its cultural relevance, and its internal marketing maturity Discover Your Trail became a turning point in how TNF speaks to the world—and how the world sees in TNF. 15% In the first half of FY23, The North Face revenue grew 15% Combined with Vectiv, these efforts contributed to a continued upward trajectory from 2022 through 2023 TNF expanded its audience, its cultural relevance, and its internal marketing maturity Following the Vectiv Launch, TNF gave us a much more profound challenge. The brief was simple and cut to the heart of their business: Their core buying customer was at least a decade older than their marketing target and not very diverse. The North Face is legend in the outdoor adventure space. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. We set out to speak to the next generation to understand why. RESULTS What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. The Challenge After Vectiv’s success, TNF brought us a far deeper challenge: The core customer was aging out—and their audience no longer reflected their ambition or the diversity of the world they serve. The North Face is a legend in outdoor culture, but the athlete-hero storytelling they pioneered had become less ownable, less relevant, and less representative of the next generation’s relationship to the outdoors. TNF needed a way to speak to this new audience authentically—not performatively. The Insight Through research and direct engagement with Next Gen consumers, we uncovered a new truth about trail culture: There is a trail for everyone. And the next generation experiences trail not as conquest, but as connection—to themselves, their communities, and the outdoors. Their motivations were emotional, not extreme. Wholeness over hardship. Humanity over heroics. This unlocked a seismic shift in how TNF could define “athlete,” “trail,” and “adventure.”