Arc'teryx

Embedding equity into the foundation of brand purpose and culture

A multi-year partnership embedding equity into the heart of brand and culture.

ID: Two feminine-presenting climbers on a misty mountain in Squamish, dressed in Arc’teryx outdoor gear. The person on the left is wearing a blue jacket with a hood and has a hydration pack featuring a water bottle attached to their back. They have dark hair tied back and are smiling slightly, looking ahead. The individual on the right is wearing a black jacket with the Arc’teryx logo visible on the sleeve and a hood over their head. They appear to be gesturing with their hands as they converse. The background is foggy, with faint outlines of trees and mountains, creating a serene and adventurous atmosphere. Both individuals are equipped for outdoor exploration, showcasing the functionality and style of Arc’teryx apparel.

The Project

This project emphasized equity-deserving groups with both internal and external recommendations and outcomes. It involved a wide range of deliverables and considerations in order to help support the creation of Arc’teryx’s organizational brand purpose statements.

Our unique approach

In our most recent project with Arc’teryx, we facilitated employee and community engagements (survey and focus groups) to develop the client’s organizational brand purpose statements. We engaged employees internationally to seek feedback and guidance around the statements (EDI, sustainability, T&R), summarized and analyzed this feedback, made prioritized recommendations around the statements, as well as broader recommendations around organizational change. Over our 4 year relationship, we have integrated inclusion internally and externally through facilitated departmental trainings, consultations, and strategies for a variety of projects.

For this project, the outcome was finalized and organizational purpose statements were created in collaboration with employees and community members, as well as deep learning around how to implement and action these statements internally so they felt true and authentic.

Deliverables

Community Engagement Research
Employee Engagement Research
Analysis and Insights Reporting
Consultation
Messaging Strategy and Co-Development

ID: The image features four people standing outdoors with a mountainous backdrop, all equipped with backpacks that suggest they are on an outdoor adventure. The Arc’teryx logo is prominently displayed across the center of the image. The person on the far left has short hair, is wearing a light green shirt and a beige cap, and has visible tattoos on their arm. They are smiling broadly. Next to them, a person with dark skin and braided hair is dressed in a black outfit and also appears to be smiling. The third person, positioned slightly behind, has a similar skin tone and hairstyle, wearing a black top and holding a water bottle. The person on the far right has lighter skin, long braids, and is wearing a grey shirt with a tattoo on their arm.

ID: The Arc’teryx logomark, in white is shown on a black background. The logomark imagery is a stylized representation of the skeleton of an Archaeopteryx, a prehistoric bird-like creature.

“The biggest takeaway from a brand and PR perspective, were the tools and strategy that the AndHumanity team kindly shared: the Brand Inclusion framework (super!), and for Auditing, Planning, Implementation. It allowed us to challenge ourselves, our perceptions, our bias and to honestly examine not just where other brands sit on this, but where Arc’teryx does too.”

— Jessica O' Dowd, Senior Manager, Equity, Diversity, and Inclusion