ART DIRECTION
BRANDING
BRANDING
2025
Design system for the "Merrell Mode" urban hiking guide, first launched in New York.
Merrell's Urban Hiking reframes city movement as exploration: new routes, new perspectives, new energy. Part event series, part gear drop, part social platform.
It reconnects people to their cities through movement.
It Starts Outside.
Merrell's Urban Hiking reframes city movement as exploration: new routes, new perspectives, new energy. Part event series, part gear drop, part social platform.
It reconnects people to their cities through movement.
It Starts Outside.
Urban by Nature and inspired by hiking design language:
Blending city shapes with organic textures. Amplifying Merrell’s signature orange to pop in any setting. Built to stand out in the city’s glow, grit, and after-dark energy.
Atypical angles that shift the view.
Visual language borrowed from hiking signs, arrows, and markers.
Blending city shapes with organic textures. Amplifying Merrell’s signature orange to pop in any setting. Built to stand out in the city’s glow, grit, and after-dark energy.
Atypical angles that shift the view.
Visual language borrowed from hiking signs, arrows, and markers.
AGENCY: SIDLEE
Chief Creative Officer / Alison Stewart
ACD / Philippe Cossette
Art Director / Manon Lebreton
Chief Creative Officer / Alison Stewart
ACD / Philippe Cossette
Art Director / Manon Lebreton