Mountain Safety Research (MSR) Clients are different. They enter extreme environments that challenge their personal limits, and sometimes the limits of survivability. In these elements, the user looks to brands they can depend upon, because a broken promise can mean a loss much greater than brand loyalty. That’s why when MSR realized their showshoe line was not meeting the user’s high performing standards, they set out to rebuild trust.
Over the course of three seasons of product introductions, the brand and product development teams re-told the story of MSR in the marketplace. By the end of the third season, MSR had recaptured customer loyalty, moved into the #2 position nationwide, and solidified its reputation as the go-to brand for extreme environments.
Project: Revamp an entire line of products to reflect the brand promise.
Duration: Three 12-month cycles of conceptual designs to product launch at retail.
Result: With the final launch of the Lightning series of products, the line outsold forecasts by 20%, Launched MSR into the #2 market position while keeping production in the US. Received “Design Distinction” award from ID magazine, and “Best new Product” at ISPO trade show.