Salewa Rebranding – Global Brand Identity & Design Guidelines

In 2014/15, outdoor brand Salewa set out to modernize its identity and unify visual communication across international markets. The task was to create a coherent look & feel that reflected the brand’s values while ensuring consistent application across diverse touchpoints — from retail and packaging to digital channels, facilities, and vehicles. With multiple agencies worldwide involved in execution, clear guidelines and strong creative leadership were crucial to align all partners under one vision.

Through art direction, the rebrand established a distinct visual identity, defining logo usage, layout principles, and brand imagery that captured the spirit of the outdoors. At the same time, lead design responsibilities ensured the new identity translated into tangible executions, from signage and facility branding to car graphics and marketing materials. The outcome was a comprehensive 120-page brand manual, combining creative vision and practical detail — providing agencies and partners worldwide with the tools to deliver a consistent, unified Salewa brand presence across all markets.