Brand Extension + Innovation Strategy
Reconnecting Outdoor Voices to its original audience through a softer approach to movement.
Ask
Identify a strategic brand extension that allows an existing brand to expand into new audiences, categories, or cultural spaces while staying true to its core identity.
Solution
We created a seasonal Outdoor Voices accessories sub-brand released through limited drops, expanding the brand beyond apparel and reconnecting it with its “Doing Things” ethos.
The Problem
Outdoor Voices was built for the everyday mover, but lost her.
As the brand shifted toward performance and aspirational fitness, its original audience no longer felt seen.
The Audience
The Everyday Mover!
Women in their 20s–40s who engage in low-pressure, lifestyle movement: walking, stretching, casual outdoor time.
Values balance over optimization
Feels alienated by high-performance fitness culture
Motivated by mental clarity, routine, and enjoyment
Wants to feel “enough” without needing to improve
Mindset Shift:
Not trying to become a better athlete, just trying to feel good in their everyday life
The Insight
She struggles with guilt and self-criticism because she only has time for casual recreation.
Kinder Voices
The Execution
Seasonal-Drop Kits
The everyday mover only has time for activities such as walking her dog, running to grab lunch during her 30-minute break from her 9-5, or simply just taking the trash out or grabbing the mail.
The Strategy
A sub-brand that brings Outdoor Voices back to its roots with a softer, more encouraging voice. Kinder Voices reframes movement as something approachable, everyday, and self-defined, not something to optimize.
Kinder Voices sells activity kits that are dropped seasonally, so in total, 4 times a year. We decided on the drop method because that would drive more excitement and hopefully bring that attention back to the brand. Kinder Voices uses messaging like “For the love of yourself”. It replaces the pressure with encouragement.
The first kit is the picnic kit, it includes a basket, thermos, wipes, affirmation cards, and lunch container. It would be introduced through a collab with Cake Picnic.
“The old stuff was flattering and functional for exercising. It used to be clothes for your average girl who enjoyed being outdoorsy.”
“When half their insta posts about the first collection are like skinny white girl body chicks….it’s a little exhausting.”
For young professionals with a harsh inner critique, Outdoor Voices offers a softer voice that validates all forms of movement.
The Idea
And How OV Lost Them…
Outdoor Voices was originally built around “Doing Things”, a philosophy rooted in casual, joyful movement. But over time, the brand drifted.
Shift toward performance culture
Messaging began to mirror competitors focused on intensity, progress, and resultsLoss of emotional accessibility
The brand moved from encouraging participation to subtly implying improvementBlending into the category
Started to feel closer to brands like Nike and Lululemon instead of standing apart from them
The Role Out: Cake Picnic
OOH Ads
OOH Ads
Why This Works
Reclaims Outdoor Voices’ original positioning
Differentiates from high-pressure fitness brands
Expands into a new category without losing identity
Kinder Voices doesn’t ask more from you, it reminds you that what you’re already doing is enough.
Behind the Work
My Team:
Alex Leigh (AD)
Izzy Sunday (AD)
Ian Williams (CW)
Zeke Anderson (ST)
Sami Davis (ST)
My Role:
Led strategic development and concept creation, including audience insight, brand positioning, and the Kinder Voices sub-brand idea.
Want to see more?
Click here to download the final presentation deck.