When tasked with developing a brand communication and marketing strategy for a brand in the fashion or creative industries, I chose the mission driven outdoor gear company Cotopaxi*. After conducting an in-depth analysis of the brand’s values, purpose, strengths, weaknesses, opportunities, and threats, I was able to identify size inclusivity as an area of improvement. Given my prior interest and research into experiential marketing, my proposed strategy involved a collaboration between Cotopaxi and the size inclusive outdoor community Unlikely Hikers. The goal with this strategy was to create an experience that was mutually beneficial for both the brand and consumer. ​Below are a few excerpts from the report.