Mountain Hardwear
Launching a new product to unparalleled heights.
Mountain Hardwear is a tried, true, and trusted brand within the outdoor space and beyond, with a legacy of delivering quality products to adventurers the world over. When they approached JMS to collaborate on a campaign launch for their brand new product, the Super DS jacket, we knew the visual language supporting the launch would need to inspire grit and greatness at first sight. The product would be exclusively available at REI for two months, then launch on the Mountain Hardwear website afterwards. The centerpiece of the campaign was a video featured on the REI homepage, highlighting the jacket in action and illustrating the scale of adventure the Mountain Hardwear user strives for. What proceeded was the most successful Mountain Hardwear at REI launch in their partnership’s history, with sales outperforming even the most optimistic projections. The success of this project led Mountain Hardwear to engage JMS on additional product photography and videos for the website.
Erica Tanov Brand
Revitalizing a luxury brand to tell a story beyond clothes.
In 2020, beloved designer Erica Tanov tasked JMS with rethinking her brand’s approach to garner more meaningful online engagement. With the pandemic raging on and face-to-face retail environments indefinitely put on hold, JMS worked on imparting the Erica Tanov message to customers through different means. To do so, we focused our messaging around the concept of a connected thread within the Erica Tanov community–one that embodies the inspired, livable, curated sense of luxury each of her products possess.
By undergoing a deep market research and ethnographic study into the space, constructing personas, carefully selecting images, revitalizing the website and online store, JMS helped Erica Tanov push brand awareness through new channels, and tell a compelling story–one robust enough to ground a community of everyday luxury seekers.