Nau quickly made a name in outdoor and eco-friendly apparel markets by hiring top-tier creative talent away from brands such as Nike and Patagonia, as well as re-evaluating the commercial paradigm in almost every area. Crucible Creative was chosen to create the Web site product copy to effectively communicate Nau's environmentally progressive technologies and chic, urban style to a broad customer base on its Web sites and at its in-store kiosks.

By interviewing leading designers and working with Nau's editor and creative director, our work was highly influential in honing a voice for the company to speak to an undefined customer base. Although the company vision got ahead of its sales and Nau was forced to restructure, they continue to push change in the outdoor apparel industry with new ownership and a more sustainable growth strategy.