What emerged was more than a campaign, it was a cultural affirmation. We launched a refreshed digital ecosystem: new brand identity, website, and a narrative-rich content approach that bridged past and present. At the heart of it all was a hero film that made Highlander’s soul visible, grounded, intergenerational, and unapologetically Appalachian.

But legacy lives in real time, not just online. So we brought the brand into the world at Art Basel: a series of cultural activations, workshops, and story-forward gatherings that turned brand into embodied experience. We designed merch and printed materials as heirlooms in the making, pieces of a legacy folks could now carry forward.

And to honor the people who make the movement, we closed with gratitude. I co-concepted and curated custom boxes for longtime organizers and emerging leaders, a tactile reminder that Highlander isn’t just a brand. It’s a lineage. And it shows up for its people.