Scaling new heights
Equip designs exceptional products to meet the needs of active customers. As the parent of renowned outdoor equipment brands Rab and Lowe Alpine, Equip aspired to unify its signature brand and team members around a common, sustainable purpose.
With 40 years of history through its brands, Equip saw an opportunity to embed sustainability throughout its business while uniting its two brands, both recognised leaders as outdoor companies. In practice, this shift entailed making a cultural change within Equip, entirely altering how employees thought about the company and its values.
Flag developed a sustainability sub-brand and core narratives to be used at both a corporate and a brand level. The ambition was to support sales, communications and marketing teams to speak with one voice about Equip’s sustainability ethos and goals.
We developed narratives using bite-size, memorable language that is authentic to the brands and crafted to resonate with key audiences. Sustainability is in Equip’s DNA – it is intrinsic to how the company operates and communicates at all levels.
With that in mind, we created core narratives that are more inclusive, with a greater focus on sustainability goals, including (and especially focusing on) the launch of their Climate Neutral achievement in 2020 and forward-looking net zero goal. We produced a narrative playbook that is used by the brands’ internal teams and supports a roll-out across a wide range of settings and platforms, including virtual events and social media channels. Through this playbook, we created a strong foundation for Equip’s core messaging and tone of voice.
What we did
- Strategic consultancy
- Creative and concept design
- Print design and artwork
- Production and project management
Equip Outdoor Technologies UK Ltd is an international business with the head office based in Derbyshire, UK. Equip owns both the Rab and Lowe Alpine brands.