Tough Mother Outdoor Guide
Columbia Sportswear
Content creation | Process development | Social strategy
Design and Art Direction

Columbia’s Tough Mother Outdoor Guide is a weekly digital publication that drives SEO and click-through purchasing by delivering in-depth stories and expert advice for all of our consumers outdoor adventures.

Through the evolution of this project our small but mighty team have been able to achieve over a million dollars in sales. 55% of purchasers and 61% of visits have been new customers and over thirty articles rank in top ten positions on search. Our work has helped support a variety of cross functional needs including influencing social media storytelling, supporting various brand moments including International Women’s Day, Pride, Earth Day etc. and providing post purchase email support in the form of gear care and packing lists.