The project focused on building a cohesive visual language that could scale across multiple environments - from large-format physical applications to digital campaign touch points.

Working within Merrell’s brand framework, the approach centred on translating existing guidelines into a more impactful and spatially-aware system, designed to perform in a high-energy event setting.

UTMB is a highly competitive and visually saturated environment, with leading performance brands competing for attention.

The brief was to create a strong and cohesive brand presence for Merrell that could cut through the noise, while clearly positioning the Agility Peak 5 as the hero product.

This required balancing high-impact creative with the constraints of established brand guidelines and imagery systems, while ensuring consistency across a wide range of physical and digital outputs.

The system was designed to be flexible yet cohesive — maintaining strong brand alignment while adapting to different formats, scales, and contexts, including:

• Large-format print for event stand (wall displays, standing units)

• Multiple vehicle / bus wraps

• Supporting brand materials for the physical space

• Digital assets for Strava campaign

• Presentation design for internal use

The activation delivered a cohesive and high-impact brand presence for Merrell at the Ultra-Trail du Mont-Blanc. The outcome was a unified brand experience that extended beyond the physical event — connecting on-the-ground activation with digital engagement.