prAna brought Elixir in to establish the brand’s visual language and, in tandem, to begin developing prAna’s first direct-to-consumer catalog. The company had built a loyal following among climbers and yoga practitioners who valued the brand’s authenticity. Without compromising the soulfulness that defined its first 17 years in business, prAna wanted to attract a broader audience of outdoor enthusiasts, artists, and other “cultural creatives” to drive significant growth. The management team described prAna’s desired revitalized brand position as balancing “the thrilling tension between mindful living and living on the edge.”
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