As a wholesale brand, YETI doesn’t have the luxury of direct communication with its customers since it has no stores or dedicated sales staff—aside from its Austin flagship. Wanting to find a vehicle to engage with customers, we came up with the concept for YETI’s Dispatch, a semi-annual journal that catalogs stories from the wild and the gear that fuels them. Dispatch introduces the brand to new customers while simultaneously retaining interest with familiar customers.
We wanted to talk to people as people, not as consumers. So when it came time to think of a catalog-like object, we thought about telling awesome stories from the wild—about people, places, pursuits and some awesome gear suggestions that people should consider before setting out on similar adventures. Our hope is that people will recognize that YETI takes the time to talk to people as people, instead of trying to sell them something new.
Work done at McGarrah Jessee
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