Built for Life: A Vision for Stanley’s Next Chapter
Stanley1913 is at a pivotal moment. For over a century, it has been the go-to drinkware brand for outdoor enthusiasts, adventurers, and those who live life on the move. But with its recent surge in mainstream popularity, Stanley now faces an important challenge: How do we unify the brand for both longtime loyalists and new audiences without losing what makes it iconic?
I had the opportunity to pitch this concept directly to Stanley’s executive leadership, presenting a vision that would help bridge the gap between the brand’s heritage and its future. My proposal wasn’t just about refining the visuals or messaging—it was about creating a storytelling platform that deepens the brand’s cultural impact and builds lasting connections with its expanding audience.
There’s no single answer—true brand evolution requires a thoughtful approach across branding, content, photography, and positioning. But there is one clear way to start: Create a platform that brings all of Stanley’s audiences together under one cohesive vision.
Introducing Built for Life
At Thig Studio, we believe the best brands aren’t just seen or bought—they’re experienced. That’s why we pitched Built for Life, a print journal that explores the intersection of adventure, sustainability, and collective well-being. More than just another marketing channel, this would be Stanley’s cultural touchpoint—a space to tell deeper stories that go beyond product recommendations and connect people to the why behind the brand.
We developed the concept, layout, content, and mockups for this project. The imagery used is sourced and not owned by us.
