Background

To launch Merrell’s Moab Speed 2 in an urban context, this project translates traditional outdoor hiking into a modern city lifestyle. As part of a wider social media campaign, we developed "The Urban Hiking Guide"—a physical brand magazine that served as the core tactile asset. By collaborating with local creators to share their favorite neighborhood spots, the guide and its digital extensions positioned Merrell as the ultimate companion for everyday urban exploration.

My role

Created in collaboration with Cornelia Engholm (AD) during our internship at The Bond. Based on the agency’s “Urban Hiking Guide” concept for Merrell we designed a full brand magazine. I interviewed the creators, wrote the content and made sure the words flowed effortlessly (i.e. edited, and edited again).