As one of Canada’s top footwear and apparel companies, Baffin has built a reputation on creating incredible outdoor products and personally testing them in the world’s most extreme conditions. When it came time for a refresh, we wanted to capture and celebrate this indominable spirit.

To bring the brand platform to life, we created Built for the Bold—an ode to the extreme dedication and elemental forces that shape Baffin products and the people who wear them. Our creative focused on the collision of nature and humanity, highlighting battle-forged adventurers as they face down the great outdoors. The platform inspired a 180% boost in online sales, a 40% increase in web traffic, and a 250% lift in total orders.