View the book here as an online magazine on Issuu. (See full copy below.)
Visit nwalpine.com. Graphic Design by Andrew Eastman.
It all starts with the story.
I wrote and art-directed this booming company's first-ever piece of print collateral. The Vision Book articulates the history and values of this high-end climbing apparel company, dedicated to reviving US economy by keeping production local.
It was written to tell the origin story of the business, and to set the tone and company values. I interviewed the founder to elicit his personal story, which was echoed in the story of other founding partners, so we gave it the "we" voice. Text was intentionally kept all lower case to emphasize the brand's values of simplicity and humility. I curated photography and directed layout of the piece. The Vision Book gave the company a verbal and visual brand foundation from which to market, and sales increased exponentially in the first year after its release.
"…the conquest of a great peak brings moments of exultation and bliss, which in the monotonous, materialistic existence of modern times nothing can approach…" -Lionel Terray
from the flat expanses of america's heartland, we forged upstream to the pacific northwest—and fell in love with alpine climbing along the way.
we were blown away by the stunning northwest landscape—from the snowy cascades to the basalt towers of the high desert. but we never lost our attraction to the unique beauty of america's industrial hometowns. watching the flow and ebb of our country's economy—and the decline of manufacturing in the northwest—we sought to help revive it.
combining our passions, we rallied a community of devoted climbers and local textile-industry experts. together, we decided to craft an array of simple, functional apparel—without compromises. northwest alpine was born.
with respect for the history of mountain culture—and admiration for today's alpine innovators—northwest alpine creates exactly what you need to get out into the hills. no more, no less. designed by and for experienced climbers. manufactured locally. every detail is the realization of our dreams. let us help you follow yours.