Massif mountaineering

VP:
Steve White

Creative Director:
(An)drew Jasperse

CX / UX Director:
Karen Totten

Brand / CX / UX Designer:
Stephanie Peters

Massif Mountaineering is a completely fictitious brand. As well as a fully functioning Progressive Web App (PWA). For all you non-tech nerd folks out there a PWA functions the same as an app does, but launches from the website so you don’t need to download it onto your device. There’s a lot more nuance to it, but essentially this is an app that is intended to partner your journey through the physical retail space. So you can see, touch, and feel, but you also have the partner capabilities of QR shopping, Cart-Building, Fitting Room Setup and all sorts of other cool things.

Immediately I wanted to do an outdoor retail store. Something like REI, Sierra Trading Post, or Moosejaw that sold a lot of different products. Focused on experts without alienating beginners. Mostly I wanted to position an outdoor retailer in a non traditional way, using color. Most retailers live in the traditional green/brown space. Neutral, organic colors, reminiscent of walking through a forest. I wanted to focus on the more transitional moments of the day when colors are pushed to their extremes. Pink, yellows and blues. Our approach to photography was to layer journeys, so as to form a narrative so they zoom in from region to specific moments. The approach toward the app design was to be firstly clean and super clear, and then to add some extreme moments of color in the right moments. This brand is an homage to the bright, bold, energetic colors that mountaineering and other outdoor adventures have given to our lives.