Client // Mevo
Assignment: Brand Strategy · Product Positioning · Identity & Design System · Digital Experience · Campaign Development · Program Leadership · Partner Orchestration
Transforming a livestream camera into a full, scalable platform
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
When Mevo launched in 2017, it was a one-product company: Mevo Plus, a compact, high-quality livestreaming camera designed for simplicity and portability. With the development of a second product at a lower price point, Mevo needed to evolve—shifting from a single hardware SKU to a cohesive brand ecosystem spanning products, app experience, e-commerce, and UX.
There was no internal marketing organization and no agency roster. Mevo asked us to lead the entire evolution end-to-end—from strategic foundation to full market expression—while assembling and orchestrating the right partners to build the insights, creative, and digital experience capabilities required.
The Insight
As we partnered with Mococo Muse on primary consumer research, a critical insight emerged: Good / Better was not a strategy. Price hierarchy alone couldn’t differentiate the products or express the larger brand. Consumers had distinct needs and behaviors around livestreaming—ranging from creators seeking flexibility and professional control to everyday users needing an all-in-one, accessible setup. This unlocked a more powerful framework:
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Mevo Plus → approachable, all-in-one simplicity
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Mevo Start → professional-grade flexibility within an integrated ecosystem
Mevo wasn’t just evolving its offering—it was becoming a platform brand.
What We Did
Two Things partnered across research, strategy, identity, digital experience, and creative to build Mevo’s first true multi-product brand and GTM engine.
We repositioned Mevo from a camera to a brand system.
We developed differentiated product identities.
We overhauled the digital ecosystem.
We introduced Mevo Start to the world.
Throughout, we served as the strategic and operational leader—guiding all partners, aligning workstreams, and ensuring the repositioning carried through every touchpoint.
The Result
The launch marked Mevo’s transformation from a single hardware device into a scalable brand ecosystem—with measurable business momentum.
Commercial Impact
Following the Mevo Start launch—and accelerated by the rise in remote livestreaming during the pandemic—demand grew “tenfold,” as stated by CEO and Founder Max Hoat.
Mevo’s success was not momentary; it demonstrated meaningful traction:
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By 2019, Mevo reported 90,000+ units sold
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Revenue reached $5.9M USD
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A robust active user base emerged: 30,000+ monthly streamers
This validated that the brand and product ecosystem strategy worked, even in the challenging hardware-plus-streaming category.
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.
