Connecting a brand emotionally with consumers requires an all-hands-on-deck approach from both agency and company. SCOTT Sports wanted to be perceived as more than a manufacturer of hard goods. They needed an emotional rallying cry—one that could span across 82 countries, create a unique brand tone in a crowded space and gain emotional equity with new customers. Our solution was NO SHORTCUTS. It captured both SCOTT Sports’ philosophy in manufacturing as well as the attitude that identifies their core consumer. We built them everything they needed. We dialed in design language, developed a brand book, and set up product segment strategies. Then, we handed it all back to them to run. With our custom-built assets and SCOTT’s talented internal creative team, the brand is continuing to gain traction all over the world.