Smartwool

Social Identity

Smartwool is a group of insatiable outdoor adventurers who want to share the joy of crisp powder turns, first ascents, early summit sunrises, pine needle-cushioned hikes, and s’more-filled weekends with everyone. In 1994, the brand was born from a simple desire: to extend the enjoyment of skiing without the discomfort of cold toes. Fast forward, and Smartwool became the trailblazing outdoor company that introduced performance-based Merino wool ski socks, all built upon the fundamental idea of enhancing comfort during outdoor adventures, allowing people to forge deeper connections with nature. This enduring drive is what continues to ignite their journey.

The Opportunity

Smartwool was on the cusp of something really exciting, ready to usher in the next phase of growth and focus on their sustainability messaging. They sought out Handcar for help managing their day-to-day social channels and content creation, so their team was freed up to do what they do best – to go farther, and dream bigger. They needed Handcar to take their big ideas to the social media playing field, with content and strategies that would support their remarkable initiatives and enrich future relationships with their audience.

Project Services

Brand Positioning
Social Management
Photography
Art Direction

The Solution

The Handcar team kicked off the relationship by fully immersing ourselves within the well-known and loved brand that is Smartwool. We then got to work on a front-to-back social media audit of all of Smartwool’s social channels, uncovering the need for a social rebrand. Fresh highlight icons, story slide templates, and social media covers were developed to support the refresh and create a more professional look across the brand’s socials.

Leveraging our speed and ability to be nimble, we came to the table with innovative ideas that could elevate Smartwool’s current content offerings. Tapping into the wealth of UGC content available, we developed an organized library of content created by Smartwool’s #GoFarFeelGood fans. Leaning into the creative and playful nature of the brand, Handcar created studio and lifestyle photography and animations that were both inspiring and scroll-stopping.

One of the major breakthroughs involved the introduction of consistent Reels content for Smartwool on Instagram. Utilizing our in-house content creation team, and our external Handcar Creator’s Network we tapped into fresh and diverse faces in unique environments that could resonate with Smartwool’s “Infectious Instigators” archetype – folks who were leading everyday lives but seeking adventure wherever and however they could find it.