Mountain Equipment Co-op is a Canadian outdoor equipment cooperative that is notable for its commitment to environmental protection. The goal of this project was to create three advertising campaigns for MEC — one that emphasized the product; one that emphasized sustainability; and one that emphasized the MEC community. For the product campaigns, the aim was to show the quality and functionality of MEC’s outdoor equipment; for the sustainability and community campaigns, the aim was to show the eco-friendly and social beneficial actions that MEC had undertaken.
MEC already had a specific and well-known branding style, so the design of the new campaigns had to be innovative yet still remain true to the original MEC look. For this, the new ads maintained photography and typography treatments that were similar to those used in the original MEC ads.