CHALLENGE
Reinvigorate the Orvis Women’s brand and connect it to a younger audience — without losing its roots in nature and authenticity.
SOLUTION
We uncovered a compelling story already present in the research: Orvis Women are inspired by the adventure and wonder found in nature. That insight became the foundation for “Naturally” — a fully integrated brand campaign that connected the Women’s line to the greater Orvis story. From catalog to web to retail, we told stories of remarkable women living lives of curiosity and confidence, supported by a reimagined product mix that felt as authentic as the women it was designed for.
RESULT
The campaign helped increase women’s merchandise sales, attract younger customers, and shift brand perception — giving the Orvis team new clarity and momentum.
