The challenge in 2012 was to create a new mountain lifestyle apparel brand from the ground up. Stio was an aggressive start up intent on blending small town mountain living with modern designs. The opportunity was to build the business uniquely focused on direct to consumer via eCommerce, catalog and retail. The goal was to service a niche connecting on an emotional level with customers living an authentic mountain lifestyle. Although product maintains the standards of legitimate technical outdoor apparel, this is not the hinge with the consumer. Rather, the premise was to engage in a more authentic dialog with and about the modern mountain lifestyle. Research conducted specifically with representative mountain town residents provided the underpinnings via the Customer Activation Cycle and the Story Universe for defining the brand environment and multi-channel customer experience that fully expresses Stio's unique point of view.
“Working with Craig Wilson, on the fundamental brand positioning and execution was key in our brand launch. Going through their process allowed us to identify what is most important to 'sweet spot' Stio customers and execute on creative touch points that establish the right kind of connections. The process, deliverables have been essential tools for our launch.”
/ NOAH WATERHOUSE, DIRECTOR OF MARKETING, STIO