Mountain Equipment Co-op begins rebranding effort
By Adnews Staff
Vancouver-based outdoor equipment retailer Mountain Equipment Co-op has begun a new initiative intended to update its brand in Canada. The rebranding is being managed by DDB Canada, based on a creative and strategic platform developed by that agency's branding division, Karacters Design Group. Components of the program will include in-store design along with print, online and direct marketing materials. The print campaign, called "Leave Prepared," began this month in outdoor and travel magazines including Explore, Outpost and Canadian Geographic. The company's website, located at <http://www.mec.ca>, and its monthly email newsletter have also been redesigned by Tribal DDB Canada. "This new branding initiative not only communicates that we are a supplier of quality outdoor gear and clothing, but that we're a great resource for advice when planning your next outdoor adventure," said Peter Weeme, chief communications and marketing officer at Mountain Equipment Co-op. "The new platform also places a strong focus on our social and environmental values, as well as our co-operative roots," said company marketing manager Selena Mclachlan. "These are two of MEC's key differentiators."