Challenge
Growth that risked the culture
Arc’teryx was at a tipping point.
The outdoor performance company had become a global force, with new hires joining every week and international expansion moving quickly. But three-quarters of employees had been with the company for less than three years.
The risk? Losing the edge, spirit, and clarity of identity that had made Arc’teryx such a distinctive brand to begin with.
Leadership knew it wasn’t enough to hand out guidelines or paint static values onto the wall. They wanted to reignite a living brand story, one that could stretch across teams, time zones, and cultures.
The goal was to build a culture book that would do more than welcome new employees. It needed to:
- Tell the Arc’teryx story in a way that felt like Arc’teryx
- Clarify and reinforce purpose, values, and identity
- Unearth emotional and strategic truths that could guide future decisions
- Inspire employees, partners, and ambassadors to live the brand every day
They wanted something powerful, honest, and lasting. So they called Echo.
Solution
Embedded observation, real brand truths
Arc’teryx didn’t want generic. They didn’t want a brochure. And they certainly didn’t want the book to read like it could belong to any company.
To get the story right, we embedded one of our outdoor writers and brand consultants inside the Arc’teryx head office.
This wasn’t a fly-by interview circuit. Our writer spent weeks inside the company: attending meetings, asking questions, joining hikes, and listening deeply to the way people described their work, their culture, and what drove them.
From there, we worked with Arc’teryx to define the narrative spine of the book. The voice was direct, authentic, and sharp. The structure mirrored the rhythm of the company itself.
We explored:
- The original spirit of innovation that led to the first Arc’teryx harness
- The decisions that shaped the brand’s approach to design, sustainability, and storytelling
- The lived values that connect the head office, design studio, manufacturing floor, and retail stores
- And the themes that would anchor the brand as it grew into its next era
Design-wise, the book reflected the Arc’teryx aesthetic: clean, confident, and quietly elevated. It was built to sit comfortably on a desk … or in a backpack.
Result
A new kind of onboarding book
The Ambassador Book was designed for employees first, but it resonated across the brand.
It’s now shared during onboarding, included in leadership retreats, referenced in strategy meetings, and occasionally mailed to external collaborators.
It became an internal compass helping new hires understand the soul of the company and giving seasoned employees a way to reconnect with the mission.
The book helped Arc’teryx move into its next phase not with nostalgia, but with purpose.
It captured the brand’s identity without locking it in place.
And it told a story that felt honest enough to live inside.
One more cool thing...
A sory that moves with you
From day one, this book was made to move.
Designed as a slim, packable, and rugged object, it reflects the mobility of the people it was made for. For that reason, it was only natural that we bound the covers in Gore-Tex fabric shared with us directly from the W.L. Gore Company, a major partner of Arc’teryx’s.
It’s not just an onboarding book. It’s a physical reminder of where the brand comes from, and where it’s going next.
Want to help your people live your brand story?
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