CHANGE IS GOOD: SmartWool had three challenges. First, their brand was feeling less than fresh. Second, they needed to stop educating about wool and start talking about performance. Third, research showed they weren’t connecting with core outdoor athletes. Milepost59 delivered a new tagline, brand voice, photography style, and visual expression to reinvigorate their brand. Our work informed their product development team, helped unify company culture, and drove brand messaging.