The rebrand from Alaskan Hardgear to AKHG opened the brand up to a much bigger world of outdoor recreation, beyond the cold-weather workwear it was known for. The new brand was built around “The Work of Play,” celebrating all the effort, grit, planning, and unpredictability that comes with getting outside. The upside-down maps, occupied campsites, canoes carried farther than they’re paddled, and all the figuring-it-out-on-the-fly that makes the journey memorable. The identity embraced the whole messy journey, and launched with “Mother Nature Calls,” a national campaign featuring worried, mom-like voicemails from Mother Nature checking in on adventurers who were conveniently off the grid.