Responses by Lucas Lane, account director, and Derek Bishop, creative director, McGarrah Jessee
Background: 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.
Reasoning: 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.
Favorite details: The “Outdoor Outlook” on the inside back cover is pretty cool. Catalog consultants typically view this section as an important page for product advertisements, so the fact that YETI was instead open to printing something for outdoor lovers meant a lot. Inspired by farmer’s almanacs and vintage classifieds in farming magazines, this page suggested wild things to do in the coming season—like the best place to sailfish in the winter or where to see an iconic rodeo.
Visual influences: We made a purposeful effort to not look at other brand catalogs or journals for inspiration. Instead, we looked at some other sources—like the outdoor industry and sports—for a creative muse.