Clif Bar

Challenge /

Thankfully, I wasn’t huffing and puffing my way up Hawk Hill when the good folks at Clif gave me a shout. They were at an impasse—knowing it was time to evolve their legacy (AKA: time capsule) website but having tons of trouble trying to figuring out how to talk about themselves coherently. They’d always questioned the validity of interactive (not to mention social)—thinking maybe that their audience would rather be scrambling up Half Dome than posting selfies at the summit (c’mon really?). And they’d never taken a deliberately editorial approach to storytelling.

Hmm. Time for a more elevated perspective…

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Solution /

Since Clif had grown so fast and so organically—going gangbusters in the snack space while, at times, losing touch with their more athletic, adventuresome side—people on the inside were hungry for a way to make the whole story make more sense. Workshopping that story with them (initially in the context of interactive and then eventually in the context of, well, everything) was precisely as much fun as you might expect. After getting the brand story dialed, we recommended our pals at Goodness for the design/build of the site. And, in the end, we couldn’t be happier

Altho, we do still miss the free Shot Bloks.

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