Public Lands
Outdoors For All
Year
2025
Timeline
5 Weeks
Services
Art Direction
Strategy
Branding
Experiential
overview
In 2022 we received a brief for Public Lands, an outdoor retailer launching their first standalone store. The ask was simple: find the right city and make it matter. Then one number changed everything. 1 in 4 Americans lives with a disability — and the outdoor industry had spent decades pretending they don't hike, ski, or climb. We stopped thinking about the store and started thinking about the people. We chose Boise, Idaho. A city with 235,000 residents living with a disability and zero accessible-first outdoor retailers. The campaign line wrote itself: Unleash Your Mountain. Because the mountain was never the problem.
Access was.
The outdoor industry is exceptional at selling adventure. It is significantly less equipped at selling belonging. Every campaign, every athlete, every trail shot assumes a specific kind of body. Our challenge wasn't just to launch a store — it was to reframe what an outdoor retailer could stand for. That meant building an experience from the ground up: wide aisles, adaptive sit-skis, inclusive signage, a VR Lab where people with disabilities could feel skiing and climbing before ever stepping outside, and a Winter Fest where the mountain finally belonged to everyone.
2nd PLACE NATIONAL
NRF STUDENT CHALLENGE
Art Director & Designer
Juan Osorio
Copywriter
Aleesa Wright
Strategist
Ivonne Malagone
Fashion Merchandising
Alexis Norris
