How do you win over hiking & climbing purists who hate hype? Answer: with advertising and branding that speaks their language. With a look and voice that stand apart from the landscape photos and impersonal language of most out door gear ads. We've done all this and more for MSR, conducting market research, crafting strategy, directing a new graphic identity, creating an ad campaign that has now run for five successful years. Could this be why MSR has recently risen to become one of the most recognized names in the outdoor technical gear industry? Could be.