Like many brands in the outdoor category, Vasque understood that to be considered a serious player, it was important to have a presence in "OUTSIDE" magazine.  Unlike many other brands, Vasque also understood that most ads in "OUTSIDE" magazine featured a photo of someone on a mountaintop.  We used illustrations and off-beat, poetic copy to stand out.  The tagline we developed, "Find out what's within," also served as a lead-in to their website where Vasque owners told their own stories of self-discovery.