Montura

Montura is a mountaineering brand born at the feet of the Dolomites, the north-eastern Italian Alps. Acquired by the investment holding Nuo Capital, it has evolved into a company with worldwide presence, opening new stores in Europe, APAC and the United States.

Brand Strategy

Initially tasked with a corporate video, the project evolved a three years long work on the foundations of the brand.
A new created strategy was conceived around the idea of Montura Elements, the core values of the brand.
Concepting and delivering multiple campaigns, including one during the Winter Olympics 2026.
Videos was a core element of the company’s storytelling, from the brand’s foundation to the launch of new products and collections.

Origins

There are stories that are just waiting to be told. Sometimes, these can become the core element of a brand strategy.

The process started with interviews to the founder, and the people who have been the backbone of the company since its inception. Montura beginnings were a goldmine of stories, and soul. Its true essence is embodied by its logo mark, the witch knot, an ancestral symbol of the resistance to the elements. This ought to be the foundational point of the brand narrative.

Since the early days, Montura was intertwined with the life of mountaineers and pathfinders. From providing the alpine rescue team with the best technical gear to withstand the elements, to the first shops in Asia, the business grew from a local to international.

By adopting a product and community focussed storytelling, I have conceived brand strategy, positioning, online and offline campaigns, video scripts, POS activations, and narratives which boosted the growth of the company while launching in new markets.

A person rock climbing on a steep outdoor cliff at sunset, using climbing gear and a red safety rope.

Montura Elements

Diagram showing how nature's elements impact water, air, and warmth, with water providing waterproof and windproof breathable properties, air offering windproof and breathable qualities, and warmth offering thermal and breathable features.

The concept of Montura Elements is at the heart of its brand identity. They represent bad weather, the chemical components in the material used to create the product, and are also the four pillars of the company’s offering. Montura Elements aren’t only at the origin of the brand’s storytelling, but live through its labels, website, shops, and documents. This is how a simple idea can develop into the soul of a company structure and deliverables across the board.

Two vertically hanging informational tags about Montura gear, one in orange, and one in blue, with additional tags on the right, yellow and white with blue accents, all attached with black strings.

Collections

Vertigo
Nero Montura
Old v. New

Collage of three images showing a woman in different outdoor settings, demonstrating versatility in fashion. The first image shows her in an urban environment, the second in a forest, and the third in a rocky terrain crossing a small stream. She is wearing different outfits suited to each setting, including a sleeveless top, a jacket, and a wide-brim hat in the third image. The text overlay reads "Versante™ Instant versatility."

Wherever you go

The concept for a campaign that follows pathfinders across the world, from the Gobi desert to the Atlantic Ocean, crossing the North Pole and the Sahara.

The central point is the connection with the elements, and the protection granted by brand’s technical gear.

The untold stories of Montura explorers have been featured on online campaigns, and major Italian printed magazines.

A man wearing a red and black outdoor jacket and a black hat looks into the camera, with the rain visible on his face and clothes. The text above him reads, 'Wherever you go.'

Winter Olympics Campaign 2026

During the Milano-Cortina Winter Olympics , Montura created an in-store and online activation around the true spirit of mountaineering.

Competitions go, mountains stay is the concept I came up with, which involved a local artist and illustrator, video shooting, and live drawing at the brand’s shops in the three key locations next to prominent Olympics venues.