Selling Mountains to Flatlanders

For twenty-some years, the nine stores of Backwoods Outdoor Equipment Company have done quite well for themselves, providing high-end technical gear to outdoor enthusiasts in — of all places — the Great Plains. It's no easy task, selling the world's best climbing ropes and hiking boots to customers who must travel hundreds, sometimes thousands of miles to use them. Resourceful people, these Backwoods folks.

During those years, the voice of Backwoods has been Outback, a magazine sent to employees, customers, and friends — an intimate circle that has come to include 40,000—50,000.

Acme redesigned Outback for Backwoods, and continued to design subsequent issues.

Publication Design Portfolio