Strafe, a technical activewear company out of Aspen, CO approached us to develop
the concept and design their latest product catalog. As we dug deeper with them,
it became clear that we needed to form some narratives around their answers to the
big “why” question. We began trying to answer questions like “Why does Strafe exist?”
“What difference does their existence and product make in the lives of its customers?”
The answers to these questions don’t come easy for any company, but are well-worth
the time spent figuring them out. Not only do consumers want to adopt a product into
their lives because they resonate with its story on a gut, emotional level, but this
narrative becomes the guiding force within the company, steering it to a successful
and meaningful existence.