Aiming higher
The challenge
With 40 years of history through its brands, Equip saw an opportunity to embed sustainability throughout its business while uniting its two brands, both recognised leaders as outdoor companies. In practice, this shift entailed making a cultural change within Equip, entirely altering how employees thought about the company and its values.
Building basecamp
The process
Flag developed a sustainability sub-brand and core narratives to be used at both a corporate and a brand level. The ambition was to support sales, communications and marketing teams to speak with one voice about Equip’s sustainability ethos and goals.
Authentic messaging
The solution
We developed narratives using bite-size, memorable language that is authentic to the brands and crafted to resonate with key audiences. Sustainability is in Equip’s DNA – it is intrinsic to how the company operates and communicates at all levels.
With that in mind, we created core narratives that are more inclusive, with a greater focus on sustainability goals, including (and especially focusing on) the launch of their Climate Neutral achievement in 2020 and forward-looking net zero goal. We produced a narrative playbook that is used by the brands’ internal teams and supports a roll-out across a wide range of settings and platforms, including virtual events and social media channels. Through this playbook, we created a strong foundation for Equip’s core messaging and tone of voice.
