"Outside is Better" Brand Platform
The Challenge
Christy Sports operates across ski, patio, bike, and rental — plus several banner brands — each with a different customer mindset. The business needed one unifying creative platform strong enough to hold together a rental skier, a patio furniture buyer, and a mountain-town bike shopper under a single, ownable voice.
The Approach
Led creative direction and brand strategy in partnership with agency TDA_Boulder to develop "Outside is Better," built on the insight that the average American spends 90% of their time indoors
Directed a flexible headline system tailored by category while staying anchored to one strategic idea
Set photography and design standards to keep every asset visually unified
Oversaw a full-channel rollout across print, web, in-store signage, digital banners, OOH, social, and video
The Result
A brand system in active use across every Christy Sports category and banner brand — proof of a creative platform durable enough to flex across a genuinely diverse portfolio without fragmenting.
