Creative Tenets
Anyone creating brand communications—from photographers to designers to copywriters—should follow the criteria outlined here so Merrell always presents a consistent look, tone and feel.
Natural Joy
There is something unmistakable in the joy of experiencing the power of being outside. There’s release. There’s freedom. It’s different than the ‘manufactured joy’ seen in so many stock photos. Let’s instead celebrate and illustrate the honest happiness people experience when they’re outside.
Outside for All
We assure everyone feels welcome, comfortable, accepted and safe when they venture outside.
Approachable Style
How we look on the trail and beyond is no accident. Our style is intentional and aspirational, not fussy and forced.
Democratize the Outdoors
Let’s expand the definition of the outdoors beyond mountains and forests and trails. For many, the outdoors is a park, a playground, a sidewalk or yard. The outdoors is just outside your door.